Thursday, May 2, 2013

Johnson & Johnson Uses Rebranding to Shore Up Consumer Trust

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Link to article:
Johnson & Johnson Unveils New Corporate Branding Campaign

After a rough few years marked by errors and lawsuits, Johnson & Johnson remains near the top of America's most trusted brands, falling only from #3 to #6 on the list.  But the corporation takes its reputation seriously, and so has started a new branding campaign centered around the slogan "For all you love, Johnson & Johnson".

Excerpt: " 'One of the things that we wanted to be sure to do is move to really get past some of the challenges we’ve had as a business,' said Michael Sneed, VP of global corporate affairs. 'We’ve made great strides in that and we want to make sure we have a full conversation about who J&J is. We’re not perfect but we want people to understand that when we do make mistakes, we own up to those mistakes and we want people to understand the values that are behind J&J.'

J&J ranked No. 6 of America’s 150 most reputable companies this year, dropping from No. 3 last year, according to The Reputation Institute.

'We certainly are not oblivious to the rankings,' Sneed said. 'The reputation of J&J is very important to us. We take it very seriously. We have a lot of data that we look at, both externally and internally,' he said. 'I wouldn’t say there was any one thing that precipitated [the campaign], and we certainly don’t do these things just for rankings. Reputation is something that’s born out of actions. The reputation is a reflection of people’s perspective on the actions that we do take.'

The corporate campaign is the first global one, will continue indefinitely and will cost an estimated $20 million to $30 million for the remainder of the year."

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