Novo Nordisk Rebrands as Novo While Fighting for Obesity Market Share

Novo Nordisk announced on Monday, Sept. 14, 2026, that it will operate under the shortened name Novo while its legal corporate name remains Novo Nordisk A/S. It adopted the slogan Lasting Health Starts Now and a cultural initiative called The Novo Way with four pillars: customer obsession, competitiveness, clarity, and care and integrity. The logo retains the Apis bull emblem, which MedWatch reported will now face right. CEO Mike Doustdar said, "We remain true to our purpose of changing people's lives and are ambitious about our future to help them have lasting health, starting right now." Tania Sabroe, EVP of People, Organisation and Corporate Affairs, said, "Our updated culture will enable us to move with focus and speed." NVO shares were down about 2.14% on the day and roughly 15% year-to-date as of Sept. 14, 2026. Novo held 38.8% of the obesity drug market in Q2 versus Eli Lilly's 60.9%, per IQVIA data cited in Lilly's earnings materials. Oral Wegovy surpassed 3 million prescriptions through June and launched before Lilly's Foundayo. Novo terminated three clinical trials for an experimental cardiovascular medication. Broader strategic changes are due at Capital Markets Day on September 21, 2026, in London.