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It appears too many would-be customers were confusing Belgian protein biomarker company Peakadilly with a similarly pronounced street corner in London 200 miles away.
 
“Peakadilly was a very distinctive name, but we did run into some problems with it just because of its closeness with an iconic English name,” said Nick McCooke, CEO of newly renamed Pronota, referring to the London landmark Piccadilly Circus. “[There was] confusion about how it’s spelled and what the company was about.”
 

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