Novo Nordisk is adopting Novo as its everyday corporate identity while retaining its legal name, Novo Nordisk A/S, and ending a $285 million licensing agreement with Ascendis Pharma for a once-monthly obesity and diabetes treatment. The changes form part of CEO Mike Doustdar’s effort to restore momentum against Eli Lilly, which has advanced with Zepbound and Mounjaro as Novo faces declining market share, pipeline setbacks and rising transformation costs. Novo also introduced The Novo Way, built around customer obsession, competitiveness, clarity, and care and integrity, ahead of its Capital Markets Day on September 21.