Johnson & Johnson Medical

How do you realign a collection of brands under one powerful group banner?

Expertise Areas
  • Brand Research & Diagnostics
  • Brand Architecture Management
  • Mergers & Acquisitions (M&A) Strategy & Advice
  • Culture Change & Employee Value Proposition (EVP)

Johnson & Johnson Medical (JJM) provides medical products and technology for a range of strong franchise brands such as Cordis, DePuy, Ethicon, and Ethicon Endo-Surgery — all with different customers, heritages, market positions, and competitors. The outcome was clear: we needed to help JJM and their collection of brands realign under one powerful group banner — a banner that clearly positioned them as the leader in their field.

Consolidating ambition and purpose

While the franchises are often the lead customer-facing brands, JJM is the lead brand for payers and providers, current and potential employees, the community, and suppliers. 

The marketplace was changing, and it was time for JJM to step forward and be seen as the global leading brand in the medical field. Several key questions needed to be answered: What is the role and complementary stance for JJM and for each of the specialty brands? How do we develop meaning around the philosophy ‘Restoring the joys of life’ inside the organisation? How does this translate to an external value proposition that complements individual brand stances?

Johnson & Johnson Medical Case Study

Restoring the joys of life

The solution lay in discovering and articulating JJM’s brand architecture model. Together, we developed a ‘Mentor Model’ that allows each brand to exist with separate logo and name, but aligns with the Masterbrand’s purpose, personality, values, and behaviours.

From there, we developed a powerful strategy, employee value proposition (EVP) and customer value proposition (CVP), and followed with the culture change strategy and inculcation plan that was integral in defining JJM’s purpose, helping to re-engage staff and reflect the external stakeholders needs and structure.

The strategic thinking was bought to life through a brand book, driving brand idea and communications material.

Johnson & Johnson Medical Case Study

The spirit of &

The restructure and realignment of the JJM brands under one Masterbrand structure achieved the desired outcomes, including alignment and renewed focus of both the internal and external audiences.

This, in turn, allowed for realignment of master sales relationships, product development, and negotiations that better match the sector needs. 

The aligned internal brand increased employee engagement and innovation across the organisation. The target for increasing local product innovation and service delivery were exceeded.

The aligned external brand increased loyalty and desirability from both customers (medical professionals and the buyers) and their patients.

JJM has continued to go from strength to strength, and the local region has since taken on increased responsibility and achieved their desired growth.

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."

Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director

"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."

Alison Brink | Goodman Group GM Marketing & Communications

"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."

Commissioner Paul Baxter | Fire and Rescue NSW

"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."

Monique Keighery | Chief Executive Officer, Redkite

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."

Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."

Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM