After a 10-year hiatus, Johnson & Johnson is back in the brand identity game. A slew of recent recalls, law suits and bad press, have undermined J& J’s relationship with the public and the corporate juggernaut knows it’s time for some damage control. That’s why it is targeting the golden goose of emotional marketing: your family.
Even the most cynical realms of the public can’t resist the emotional pull of the love felt between a mother and her child, a grandfather and his granddaughter, a teacher and her students. It’s “Terms of Endearment” meets Benadryl to the sound of a lobotomized version of “Sweet Child O’ Mine” by Guns N Roses for some dulled edge (or carefully calculated demographic appeal).
Anyone who grew up with Johnson & Johnson products—who didn’t?—has had a positive emotional connection with the brand since we were babies. From the comforting smell of baby powder to shampoo that doesn’t make you cry, we were raised by our moms and Johnson & Johnson products. Don’t underestimate the power of that deeply internalized association. It makes Facebook feel like a total disheveled stranger. Read more