A Luxembourg IT company that for more than ten years has boasted about having innovation in its DNA has discovered that what it actually has encoded in its genetic sequence is a disorder called phenylketonuria.
The discovery was made after the company, which specializes in fund management and monitoring software, sent a sample of its tissue to a popular genetic testing company in order to get some fresh ideas for its rebranding campaign.
“We knew – or we thought we knew – that we had innovation in our DNA, and we were hoping that the test would also show that we had can-do attitude, flexibility, and expertise,” said CEO Arlette Simms. “Not only did it turn out that we don’t even have innovation in our genetic sequence, but we actually have something called phenylketonuria.”
“None of us even knew what it was except for [client relationship manager] Arnaud [Legueux],” she continued. “But that’s only because he suffers from hypochondria.”
“But now we know that phenylketonuria, often shortened to PKU, is a condition in which a substance called phenylalanine builds up in the body. While it can be treated, getting tested for it, as early as possible in life, is vital.”
“Effective immediately, we’re updating our website, marketing material, and LinkedIn page,” she added. “Instead of an ‘about us’ section, we’re going to talk about the types of phenylketonuria, and in the ‘our values’ section we’re going to list the symptoms, some of which include eczema, a musty odor on the breath, and hair discoloration.”
“In the ‘our services’ section, we’ll discuss how phenylketonuria can be managed by taking vitamins and supplements, avoiding certain foods, and taking medicine that breaks down phenylalanine in the body.”
In the contact section, Simms says, all company contact information will be replaced by an email address and phone number for a phenylketonuria specialist based in Dusseldorf.
