The Renewed, Curious Case Study of Johnson & Johnson

After vaccination concerns

j&j vaccine jars
With over a long history in an industry sector strongly connected to consumer safety and welfare, J&J offers a unique brand case study. JUSTIN TALLLIS/Getty Images

Perhaps one of the most iconic brand images from my childhood is the yellow bottle of Johnson & Johnson (J&J) baby shampoo that is distinctly labeled “No more tears.” Founded in 1886, Johnson & Johnson has a long brand history with a focus on healthcare which started with the production of antiseptic gauze and bandages.

Debika Sihi is an associate professor of business at Southwestern University and is a member of our Adweek Academic Council.