Why diseases need branding - and rebranding.

- A short but sordid history of 19th century 'freak shows'

- Stigmatising names we still use today

- Gay Related Immunodeficiency (GRID) - a masterclass in the worst possible brand you can give a disease

The pharma business and 'disease awareness' campaigns.

- Why they exist

- Pros and cons

The tricky business of naming a disease that's new to science.

- Naming the pathogens vs naming the disease

- The World Health Organisation's guidance on what you can and can't call a disease

- Novel diseases and how often they occur

How Coronavirus got its name.

- SARS-CoV-2

- COVID 19

- Coronavirus

What happens to a brand when it shares a name with a disease.

- Corona beer versus Coronavirus

- Can panic-buyers tell the difference?