It’s been over 5 months since my last entry, which coincidentally dealt with the importance of multi-brand corporations (i.e. P&G, Coca-Cola, Kellogg’s) having strong, integrated, and authentic company values. During this time, I took a pause in my job as a marketer and focused on being a mother, when my 24-year-old daughter was diagnosed with a rare neurological disease referred to, in short, as “ADEM.”
I watched her descend from an entirely healthy and (as biased as it may sound) exceptionally driven and smart young woman, into a nearly unrecognizable and vulnerable person who had to re-learn everything, from how to breathe, to how to walk. Branding, unfortunately, became the last thing on my mind.
Nonetheless, my family and I were blessed with outstanding support from medical professionals, on all levels, who helped Debbie (my daughter) go from being a virtually lifeless body, to a stronger than ever woman, ready to dive back into her reality of getting married and starting her business, which were also put on hold when she became ill. Though doctors saved her life, nurses and therapists brought back her soul. I cannot express how important these people’s jobs are; nor how lucky we were to encounter people who were not only beyond competent, but also kind and devoted.
Which takes me back to the ‘Johnson and Johnson’s Campaign for Nursing’ video at the beginning of this blog, and the company that made it. Here’s a quote from their website:
“We estimate that the Johnson & Johnson Family of Companies touches more than a billion people’s lives each day through our health care products and services, our corporate giving and the volunteer efforts of our employees. We’re part of the daily rituals people follow to care for themselves and their families… For more than 125 years, the desire of the people in our companies to make a difference has inspired every invention, every product, every breakthrough we’ve brought to human health. This commitment to serving the needs of others is guided by the Johnson & Johnson Credo.”
As a consumer, I cherished J&J’s adaptable Baby Shampoo, which helped cleanse my daughter’s frail hair, keep her tracheostomy scars clean, and also disinfect my temporary eye infection. I cannot count the number of Band-Aids used, which comforted her after each blood test, nor the handy Neutrogena Oil-Free Cleansing Wipes, with that lovely grapefruit scent, that kept her skin clean while she couldn’t shower…. And the Bengay! The millions of Tylenol… Anyways, I’m starting to sound like a J&J spokesperson, not a brand advisor. But that’s the thing; I cannot give advice to a brand that has strong, clear and unified values. Every product line truly follows the above quoted credo. Sure, they may have one or two dud commercials, but here is an example of a corporation that has and will remain strong because they follow what I have found to be the ultimate rule in branding: be authentic.
I am overwhelmingly happy to say that Debbie has regained her independence, and I can start going back to my agency and, most rewarding for me, continue sharing with you some Branding Mumbo Jumbo.
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