Albany Molecular Research, Inc., had successfully competed in the contract drug manufacturing sector since 1991. But as the company broadened its capabilities and set aggressive growth targets, its leadership recognized that “AMRI” no longer accurately represented the brand to industry partners, investors, employees or the public. AMRI was aiming to become a top-five competitor in its category and to expand its proven scientific expertise into a full-service, integrated offering that can deliver at scale for global pharma companies.