I love JJ, the ASPET Donkey!

I love JJ, the ASPET Donkey!

JJ is all dressed up and getting ready for ASPET’s next annual meeting in Boston. ASPET is the American Society for Pharmacology and Experimental Therapeutics. JJ was named after John Jacob Abel, who founded the Society in 1908.

We are told many ASPET donkeys share this same name. (Yes, pharmacologists name their stuffed donkeys.) McKinley is working with ASPET on their name, brand and identity. While we delve into serious things, like perceptions and aspirations related to their name and brand and how they remain relevant and attractive as the pharmacology field evolves, we commend them on their light-hearted and very effective treatment of the ASPET name. Pictures of JJ have been tweeted about by members, showing him in various places, always in a destination-appropriate outfit. Yes, of course he had a sun visor last year when ASPET met in San Diego. All of this is creating a positive and fun buzz around the somewhat challenging organization name. We’ve just begun our work, which will be a disciplined, market-centric approach to appropriately poising ASPET (or whatever it’s ultimately called) for a vibrant future. While we’re not sure what’s next for the ASPET name and identity, we love those fun-loving pharmacologists! And JJ is just too cute! I’m hoping the McKinley team gets an ASPET donkey before we’re done.