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As Father's Day approaches, what brand do dads think of most highly? Turns out it's Band-Aid.
A survey released this week asked American fathers which brands they hold in highest regard, and the Johnson & Johnson adhesive bandages topped the list. (A different study, covered in Adweek this week, looks at the Top 10 brands dads most desire.) What's more, Craftsman tools—last year's leader—finished in the No. 3 spot, behind No. 2 Amazon.com.
What gives? How did a brand so historically associated with mom turn into a fatherly fave?
"I'd say that dads aren't as removed from taking care of their kids' boo-boos as traditional dads might have been 30 or 40 years ago," said Ted Marzilli, CEO of YouGov BrandIndex, which conducted the survey of 1,800 American fathers.
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