Johnson & Johnson Master Brand The Strategic Blueprint Confidential – For Discussion Purposes Only: The information contained herein is for discussion only and does not reflect any final decisions.
Let’s build the future of Johnson & Johnson together We are unique in how we apply the power of Consumer Health, Pharmaceuticals and MedTech to develop solutions across the entire health journey. Our portfolio of brands and businesses spans across more areas of health and impacts more moments in people’s lives than any other company in the world. With this unrivaled multi-dimensional perspective on health Johnson & Johnson is uniquely positioned to be a consistent and intimate part of an individual’s health journey, while fulfilling a broader ambition to address society’s greatest health care challenges.
Our Journey: Before the COVID-19 pandemic, work to broaden perception of Johnson & Johnson from “just a Baby company” to a multi-dimensional healthcare leader was underway. A cross-company team of leaders had come together to create Our Purpose and define the distinctive characteristics of Johnson & Johnson that unite us as a company. The team articulated the ambition for our brightest future: a company that brings forward health care innovation for life’s big and small moments with the distinctiveness originating from our heritage [external rollout]. The COVID-19 pandemic accelerated our changing image and created an unprecedented focus on health. Johnson & Johnson is now well poised to show the world more of who we are as a healthcare leader.
Our Master Brand Strategy: With our deep personal understanding of those we serve, our scientific expertise and our relentless commitment to deliver transformational impact across the broad health spectrum, we are ready to take the next bold step to rise together as one Johnson & Johnson Master Brand. We began this journey when we created Our Purpose and now it’s time to fully leverage the power of Johnson & Johnson by more closely aligning our diverse businesses and brands. Our Master Brand Strategic Blueprint: The following is a critical tool to fully reach our potential as a company. The Strategic Blueprint establishes a consistent understanding of what differentiates us and
the enduring values, aspirations, and behaviors that strengthen our equity across all aspects of our business. Each business and brand has a unique role to play in strengthening the Johnson & Johnson Master Brand and individuality in how activate against the blueprint. Like Our Purpose, this Strategic Blueprint was developed through a deliberate process of collaboration and ultimately aligns with all businesses to create a comprehensive path forward where every success builds on each other. Together we will build a future-ready Johnson & Johnson – one that is vibrant, resilient, and admired for years to come.
Master Brand Creating Value for Johnson & Johnson and Our Stakeholders
Stronger, more inclusive Brand Identity Johnson & Johnson can communicate its full breadth leading to greater brand awareness, relevancy and trust as well as positive brand equity & reputation
Deeper Relationships with Stakeholders Increasing perception deepens awareness and attachment, further building existing competitive advantage for Johnson & Johnson
Competitive Advantage For Brands/ Business
Win-Win Relationships
Brands/businesses differentiate from competitors by capitalizing on the strength of the Johnson & Johnson brand, inclusive of its strong values and purpose-driven strengths.
Partner relationships will strengthen when we reflect full offerings and societal impact and allow partners to more easily leverage the full opportunity of our business.
Employee Belonging & Pride A unified Master Brand will elevate the employee experience and enhance our talent recruitment and retention efforts.
Operational Efficiencies
Operational and logistical synergies will be unlocked - from marketing spend to integrated insights and assets.
As a unified Master Brand we build a future where stakeholders experience us as a distinctive and indispensable partner in the big and small moments across life’s health journey And where our employees are driven by being part of a bigger, purpose driven, Johnson & Johnson.
The Master Brand Blueprint at a glance
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Brand Identity hub supports connectivity and customization
Insights Society and stakeholder expectations
Health is the foundation of everything for everyone, and never more so than now.
Foundational Insights From Our Stakeholders A Master Brand Strategy: Engages our businesses and brands to actively build closer association with the Johnson & Johnson equity and empowers all employees to unlock the full potential of our company.
There is a greater demand on companies to leverage their expertise to address the world’s healthcare challenges.
The best companies have strong values, are purpose driven and have an impact on society and stakeholders beyond products and their own financial interests. Corporate brands must be active in people’s everyday lives and reflect today’s societal needs
What we know about ourselves
Implications for future proofing the J&J Brand
When stakeholders know more about Johnson & Johnson and our impact on people’s lives, both favorability and emotional connection with the company deepens & trust increases.
Johnson & Johnson is uniquely positioned to help people along their health journey and build that enduring bond throughout their lifetime.
Our model of sustainable innovation demonstrates a company that can truly change the trajectory of health.
Johnson & Johnson’s unrivaled crosssector science and expertise leads to transformative innovations in health.
We have a strong heritage built mostly from our consumer brands, but little awareness of our full portfolio and the impact we make on society and the health of the world.
Our heritage of credo values and impact on society and stakeholders creates competitive advantages in today’s society.
Emotional Connection research shows that a Master Brand approach that broadens awareness of Johnson & Johnson products and services, creates new desired perceptions of Johnson & Johnson while strengthening our unique emotional connector
Existing unaided perception:
After exposure to broadened portfolio:
Expanding perception of Johnson & Johnson opens more opportunities for each piece of the business to connect with stakeholders emotionally on new levels, in big and small moments, all along the health journey
Each function, business and brand has a unique and critical role to play
* Examples are illustrative
Contributing to emotional attachment that is critical to enduring relationships Correlation to Emotional Attachment (Deep Respect & Warm Feelings)
A Master Brand Strategy Strengthens Competitive Advantage, Creating a Category of One Johnson & Johnson has always been a unique company with a rich heritage that sets it apart. As competitors become increasingly diverse and dynamic, a Johnson & Johnson Master Brand Strategy creates an expanded and sustainable, unique position for Johnson & Johnson that leverages the collective power of our work and creates a Category of One.
Blueprint
Building
Blocks
Master Brand Future Vision Johnson & Johnson will be known as a multi-dimensional and transformational wholehealth leader. To do this, we will activate a company-wide Master Brand strategy that expands awareness of what differentiates us in the marketplace and leverages our collective business strengths.
How we will achieve the vision: Attribution:
Experience:
Identity:
Enable broader usage of Johnson & Johnson name across businesses and brands
Create consistent and distinct ways in which people experience Johnson & Johnson
Drive a new image and brand consistency
The opportunity to build a future-ready Johnson & Johnson that is deeply aligned and uniquely connected with our stakeholders is in the hands of each and every employee of J&J. We must begin with a deep understanding of who we are and what we stand for and then proactively and deliberately deliver against our stakeholders’ needs in a distinctively J&J way.
Our Foundation:
Our Credo & Our Purpose
Our Credo reflects the core values of Johnson & Johnson Everything we do is guided by Our Credo. It is our foundation, mandating a values-based and stakeholder-centric approach to each and every action and interaction. It as relevant and alive today as it was at the time of its creation. These values, long-standing relationship building with multiple stakeholders, and our consumer product offerings accessible and familiar to billions around the world, have earned us a coveted heritage of trust and a special connection with consumers that we do not take for granted. As we build our future, we hold this trust close to our collective heart and strive each day to protect and strengthen it.
Our Purpose was built from Our Credo and core insights Johnson & Johnson has grown and changed, but we have remained steadfast in our values and in our deep understanding that nothing is more important to people than their health and that of their family. This simple yet profound insight was foundational to the creation of Our Purpose to change the trajectory of health for humanity. Co-created by leaders from across our organization, Our Purpose is the articulation of our company’s common aspiration and the reason we come to work each day. It is the red thread that unites all our employees and our
businesses and it fuels our unique ability to positively impact health in life’s everyday moments and during its biggest challenges. Together, we are changing the trajectory of health for humanity and we want the people we serve to know how our work impacts them and those they care for. This is why we are embarking on a new Master Brand journey. Our Purpose united us internally, now we are ready to move our future forward as one company externally.
Our Promises to fulfill Our Purpose
Our Promises are an internal expression of how every business and function makes a unique and critical contribution to driving Our Purpose and perception of the company forward. Systematically developed by each leadership team, they ensure every function and business can help drive Our Purpose in a way that also optimizes value for the individual business and its priority stakeholders.
Building Our Future As One Johnson & Johnson
Internal business alignment and enterprise-led stakeholder communication showing the breadth of J&J was the start of our journey to realize the potential of J&J.
But the next chapte businesses/brands brand to share recip equity – will strengt businesses and crea Johnson & Johnson.
We will achieve this by using guiding frameworks for: Attribution, Experiences an
er – aligning and the corporate procal brand then our individual ate distinction for .
nd Identity.
When we all show up and behave consistently across Johnson & Johnson, we demonstrate who we are and make every interaction more meaningful, more differentiated and more impactful for our stakeholders.
Creating Common J&J Attribution Attribution | Broader usage of Johnson & Johnson name
Clearer J&J branding will increase J&J awareness and relevance and build reciprocal equity transfer between J&J and our businesses
IMMEDIATE:
BIOPHARMACEUTICALS
Refreshed sector aggregator brand names that unite our
Illustrative only; name in development
forward thinking
edge science and innovat
MOVING FORWARD PHASE 1:
Determine brand name f one global brand; establi framework for transition stra
Sector strategy development and ongoing analysis of optimal approaches EHS&S
S
MEDTECH
CONSUMER HEALTH
t
innovation and future technologies focus
equity and a growing focus on whole health care
tion
for ish ategy
Transition to MedTech sector brand identity and voice, while bringing franchise business units closer to J&J branding look and feel as part
* Potential Impact still to be determine
between Consumer Health brands and Johnson & Johnson, with TYLENOL® as potential “test and learn”*
Creating Distinctive J&J Stakeholder Experiences
are all the ways stakeholders see, feel and interact with the brand that feel distinct to that brand and consistent across touch points. Experiences are how we live out Our Purpose and show up in both major moments and the everyday. They are our greatest opportunity to drive emotional connection.
As Johnson & Johnson, we can own superior stakeholder experiences in Healthcare
Best in class example for brand experience Purpose
“To bring the best user experience to customers through innovative hardware, software, and services”
We have a strong purpose... “We blend Heart, Science, and Ingenuity to profoundly change the trajectory of health for humanity”
Distinctive behaviors
• Commitment to consistent designs and features for seamless UX
We have identified distinct J&J Behaviors…
• Relentless about consumer ownership with data and privacy features • Simplicity and innovation are felt in employee culture as well as product features
Differentiating Experiences
• Transforming health outcomes by mobilizing the brightest and most diverse minds • Delivering enduring impact for all people & communities • Caring for the whole person all along their personal health journey
• Consistent look & feel of every Apple store
We need to deliver consistently distinctive experiences
• Distinctive packaging for unique unboxing experience for all products
We have an opportunity to own superior stakeholder experiences within healthcare
• Consistent UI / UX feels new yet familiar
More deliberately leaning into three distinct Johnson & Johnson behaviors will help us each create superior healthcare experiences for our stakeholders
1
2
Care for the whole person along their health journey
Transform heal by mobilizing t and most diver
WE UNDERSTAND: Nothing is more important to a person than their own health and the health of their family
WE BELIEVE: In boldly taking on the world unmet health challenges
SO WE: Create products, solutions, programs and services that support care for the whole person, throughout their life. From their everyday health needs to their greatest health challenges.
SO WE: Relentlessly drive transform without barriers to activate across the entire health ecos nal and external networks an
IN ORDER TO: Meaningfully improve the lives of the billions of people we touch each day and to support those who care for them, love them and advocate on their behalf.
IN ORDER TO: Deliver previously unimagin health challenges and to pre and cure disease.
lth outcomes the brightest rse minds
d’s greatest
mative innovation, working our unrivaled expertise system, our powerful interand our global reach
nable solutions to event, treat, stop
3 Deliver enduring impact for all people & communities
WE BELIEVE: ALL people, from our own employees to communities around the world, should have access to good health solutions as a foundation of vibrant lives, thriving communities and forward progress SO WE: Never stop working to address the greatest health challenges of all people and communities, investing and collaborating at global scale IN ORDER TO: Create lasting, systemic change that works to eradicate disparities in healthcare and ensure that better health is within the reach of everyone, everywhere.
How you employ these behaviors and show up to the world in a distinctly Johnson & Johnson way will be as unique as each of your businesses Consider these four areas of impact as you approach your work. Can you apply the 3 J&J behaviors across the quadrants to drive greater awareness of Johnson & Johnson and help unlock the full potential of your own business and that of our whole company?
When we all behave like one distinct Johnson & Johnson across multiple touchpoints, all businesses and brands and the enterprise as a whole will benefit.
Community Engagement
Product & Services
Stakeholder Interaction
Internal Culture & Environment
Community Engagement Questions to spark Master Brand Behavior: 01
How can I help HCPs and patients navigate their health journeys within and beyond my product offering?
02
Who can I collaborate with across other J&J business(es) to drive an even greater health outcome for the community?
03
Where can I be more inclusive with my product/service plan and consider more diverse audience needs?
Stakeholder Interaction Questions to spark Master Brand Behavior: 01
What event or business experience can I invite stakeholders to that educate them on what our whole-person care?
02
Are there conferences, trainings, or sales calls where can I better show up as part of one J&J Master Brand, in collaboration with other J&J businesses?
03
How can I involve relevant stakeholders in identifying unmet needs, or evaluating any areas of growth towards providing more inclusive products, services or solutions?
Product & Services Questions to spark Master Brand Behavior: 01
How can my product or service impact a more holistic health outcome for individuals, families or HCPs?
02
What other businesses within J&J are creating a product or service that aligns with and adds value to mine, and how might we partner to better achieve Our Purpose? What unmet health need(s) can my product or service help support?
03
Internal Culture & Environment Questions to spark Master Brand Behavior: 01 02 03
How can we foster the emotional equity within J&J through our employees’ wellness journeys? What rotational program can my team partake in to develop skills and expertise across all 3 enterprises? Where can I leverage diverse talent from across sectors to help support my business in changing the trajectory of health for humanity?
Experience | Working together, we …High talent PhD recruits across the company engage in One Employee Experience
…A health-minded cons impact of Johnson & Jo
Accelerate efforts to tell a consistent J&J story to every new hire and enable frictionless crosssector experiences for all employees
There is a clear reciproc our businesses and ente consumers to draw the
In Progress A high talent PhD recruit is attracted to the J&J name, heritage, and collective power of the enterprise
In her first 90 days, she is digitally onboarded as a global J&J employee and is immersed in J&J’s heritage and exposed to the power of each of the different businesses, creating a sense of J&J prideLaunched May 12, 2021
Throughout her tenure, she thinks of herself as a J&J employee. She rotates across the company and brings a cross-sector, collaborative J&J perspective to her work
She leverages global and cross-enterprise learning and education resources to continuously prioritize her professional development
She is on social media and is served targeted ads promoting J&J’s collective approach to sustainability and increased commitments across its broad portfolio
She and her friends now proactively look for J&J products with sustainable packaging and ingredient transparency and have a more favorable perception of the brand and product portfolio
will create a future where…
sumer knows the ohnson Sustainability
…Care teams have a consistent experience.. now linked to Johnson & Johnson
city between erprise, allowing connection more easily
Provider care teams have a consistent, easy and reliable experience regardless of brand prescribed
She purchases AVEENO® lotion and appreciates the ingredient transparency that tells her where the oats in the lotion were sourced from
The Rheumatologist knows he can count on J&J to provide effective treatment options for all patients – regardless of disease progression The bio coordinator will have consistent experiences when helping patients access therapies – regardless of the brand
She notices the same ingredient transparency and sustainable packaging on TYLENOL® products when she cares for her kids, and on TREMFYA® packaging as she cares for her mother
The patient is willing to participate in studies and share data because they trust J&J to use it responsibly to support scientific breakthroughs
A caregiver knows he can rely on J&J to provide quick, reliable access to patient companion support – regardless of how big or small of a situation
Creating A Connected Johnson & Johnson Brand Identity
Brand Identity Whether adopting the Johnson & Johnson brand now or planning a future change, Brand Guidelines modernize and standardize the Johnson & Johnson brand. These have been widely adopted across enterprise initiatives and functions, and now offer components that can be utilized across all businesses and brands.
Standardization with customization Identity frameworks have been created to enable brands and businesses to maintain their individual equities while linking with distinctive Johnson & Johnson design elements. Governance and oversight In building the Johnson & Johnson brand identity, careful adherence to the guidelines will be critically important and governance protocols are in place. Click here to learn more about governance for your specific business.
Johnson & Johnson is well positioned to be a transformational whole health leader known for superior stakeholder experiences in health care.
The future of our company is in your hands, but we can only get there if all 130,000+ employees lean in and drive the Johnson & Johnson Master Brand strategy forward. You now have the tools. Get started today and use your unique talents to build a future-ready Johnson & Johnson equity – one that is vibrant, resilient, and admired for years to come.
01
How can I create stronger emotional attachment with my stakeholders by shifting what I do and say and where and how I do it in line with the Master Brand strategy?
02
Am I fostering an environment where my teams feel connected to a bigger whole and are motivated to maximize value in line with the Master Brand strategy?
Four Key Questions to help all business leaders start maximizing value for stakeholders, individual businesses and J&J TODAY
03
Where are the immediate opportunities within J&J to better connect and show up as a more unified Master Brand to deliver against stakeholder needs more comprehensively?
04
How can I better connect across the organization to fully understand my stakeholder’s health journey and better leverage the full assets of J&J to optimize future business plans?
Case Studies
Good News We’re already doing this We have examples of where we’ve successfully behaved as a distinct Master Brand and leveraged our collective strengths to change the trajectory of health for humanity in a way only Johnson & Johnson can do.
HIV Awareness J&J set a cross-enterprise goal of “Making HIV History”
Community Engagement J&J drives awareness and impact through global and local community engagement with key partners like Global Citizen. At the 2019 Global Citizen Festival in NYC, J&J reached a multifaceted HIV community and the general public with news about our exploratory HIV vaccine trial, the 5B film* and other commitments and efforts underway to combat HIV.
Stakeholder Interaction Through participation in major industry conferences like the AIDS 2020 Conference, J&J interacted with HCPs and other HIV-community key opinion leaders (KOL), sharing information and engaging in important discussions related to J&J’s work in the prevention, treatment and exploration of an eventual cure for HIV.
Product & Services J&J is also working on directly addressing HIV through Janssen’s HIV vaccine trials. In parallel, J&J demonstrated its commitment to HIV awareness by developing a J&J BAND-AID® RED bandage. For each box purchased, J&J donated a day’s worth of life-saving medication to Global Fund programs in sub-Saharan Africa. The standout branding of the bandages was also able to drive awareness of HIV amongst consumers and the general public.
Internal Culture & Environment The Corporate Equity team worked closely with the Open & Out ERG, Consumer’s Care With Pride Team and other employee groups to provide free screenings of the 5B film. The Care With Pride team featured the film in a special virtual Family Week care package program executed during Pride Week in June 2020.
Nursing Johnson & Johnson Nursing is a powerful, differentiating platform grounded in a rich 120-year history and a deep commitment to the nursing profession that is key to delivering on Our Purpose.
Community Engagement We connect key nursing partner organizations and health systems with businesses and GA&P, equip nurses, midwives and community health workers with the skills, resources and support they need to improve care and strengthen health systems via the Center for Health Worker Innovation, and we ensure that nurses have a voice in policy decisions, as was the case in advocating to add a nurse to the Biden COVID-19 Task Force.
Stakeholder Interaction We provide Nurse educational, scholarship, connection, connection and well-being support globally. One of many examples is a partnership with the Chinese Nursing Association and the International Council of Nurses to launch the Leadership for Change Program in China in 2021.
Product & Services We provide engaging experiences, toolkits and platforms that elevate nurses as innovative leaders like our Quickfire Challenges and Hackathons, provide resources for treating health challenges like our ANCOR Toolkit and Nurse.com, and amplify the voices of nurse innovators via our podcast, SEE YOU NOW.
Internal Culture & Environment We feature nurses across the country in our articles and on our social channels, with over 237k combined followers on Facebook and Twitter.
Smoking Cessation Johnson & Johnson smoking cessation efforts brought together product, governmental partnerships and employee support to drive cultural change in Malaysia.
Community Engagement Johnson & Johnson created outreach across the entire smoking journey through the MQuit program to address prevention, cessation, screening, and treatment leveraging our holistic expertise and capabilities.
Stakeholder Interaction We partner with government agencies to establish a program called M-Quit elevating their ability to achieve WHO goals. Our experience implementing a smoke free workplace allowed us to help make parliament and government buildings smoke free.
Product & Services While initiatives were not directly tied to our smoking cessation products we saw positive sales results due to the cultural shift prioritizing smoking cessation.
Internal Culture & Environment We introduced a smoke free workplace with continued support for employees towards their wellness needs.
Done right, stakeholders will see and experience us as a distinctive and indispensable partner in life’s health journey, in big and small moments
At A Glance
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