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Successful process is marketed for ongoing success.
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Challenge.
Johnson & Johnson Consumer & Personal Products Worldwide, a division of Johnson & Johnson
Consumer Companies, Inc. is a master of best practice processes that lead to ongoing innovation/
commercialization cycles for their company. Murray worked with the Engineering & Technology
Innovations (ETI) group to define their name (originally Research, Development & Engineering
Technology & Product Commercialization) and offering for their internal clients, as well as to create
a brand that is representative of their process and efficiency.
Action.
A ground-floor initiative, Murray consultants worked closely with ETI to conduct a 'perceptions audit'
and 'brand purpose directive'. Based on audience feedback, we were able to create an analysis that
set the goals for brand development. Murray designers were tasked with creating a mark that
demonstrated the whole of the entity, comprised of a five-step process where materials converge into
one (we did say "Engineering"). One of the most exciting units of J&J Consumer Companies, ETI is
"tomorrow’s solutions today" – with a think tank environment that allows J&J products to be
competitive on the shelves tomorrow.
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Results.
Interviews with, and collaboration by, J&J stakeholders resulted in a cohesive communications plan
for this process-driven unit. The ETI brand is a strong design component for their collateral, and
fully representative of their purpose. It works as a stand-alone component or in conjunction with
the Johnson & Johnson brand, and was immediately applied to a corporate brochure, email template
and PowerPoint presentation for the unit to begin marketing themselves to their constituents. This
group treats the continuum of excellence as a standard of best practice and will continue to survey
for effectiveness. 
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© 2008 Murray. All rights Reserved |
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