Does the new logo really matter?
Rachel Vigers
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Controversial view point alert (haters, please be kind).
Is the new Johnson & Johnson logomark a distinctive brand asset?
Nope (&, on this at least, I think we all agree).
It's modern, it's clean, it's waaaaay more legible than the old one but it's absolutely not distinctive.
BUT
Does. That. Matter?
Well, in this case, probably not... for the most part at least...
And, yes, I realise that this is where I might lose some of you... but bear with me...
You see, it's the name, my dears, the name - THAT's the distinctive brand asset here.
THE NAME IS WHERE IT'S AT
For B2B audiences at least, the NAME is more important... and here, we're talking about one name becoming two names... which is tricky trick tricky.
The J&J business is repositioning itself to focus on B2B health-tech.?
It's bringing all of its health & med tech businesses together under the?one?J&J banner, whilst the consumer side of the business is being hived off altogether under a separate business with a completely separate brand name, Kenvue (more on that in a minute!).
For this health/med tech B2B audience, the brand NAME already is the distinctive asset. The brand history & heritage is bound within that name. .
For this audience, simplicity, clarity, legibility and a more modern, future-focused feel, is much more apt than the heritage-laden, fancy script style previous logo.?
Could the design be better? More distinctive? More "future"? More "tech"? Absolutely.
BUT that's not what everyone's arguing about is it??
They're arguing about the loss of distinctive design heritage...
Well, #sorrynotsorry, but the world has moved on in the 130 plus years since Johnson & Johnson was formed - and the business has moved on with it. The brand goodwill that has been established over the decades will not dissipate just because the logo has changed. So get over it.
I told you it was a controversial viewpoint but, honestly, from a Med/Health Tech B2B perspective, I just don't see any reason to get all het up about this...
BUT THE CONSUMER SPACE COMPLICATES EVERYTHING!
However, throw Kenvue into the consumer arena dogfight and it's a much messier picture...
Take a look at these familiar household brands that, up until recently, were all fully owned by Johnson & Johnson.
How prevalent is the J&J endorsement? Did you know these were all J&J brands?
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On the one hand, the J&J brand is NOT front and centre in most of the B2C products (apart from the babycare range). It primarily plays an endorsement role. The "hero" brands, the Listerines & BandAids & Aveenos of this world, they're the ones that require their own distinctive brand assets in order to stand out on those cluttered retail shelves...
How many consumers really pick up the product and search for the J&J endorsement?
And, for those that do, for those that it really does mean something, will seeing the name be enough? Will it really matter if the tiny logo on the back below the ingredients looks different, as long as it's the same company?
These are unpopular questions - but fair ones, I think.
Where is the research to show one way or the other?
And what about that much-loved baby care range?
This is the only product range that is wildly waving the "Johnsons" flag. Johnson's Baby Lotion and its peer?products have built their brand on the Johnson's name & distinctive visual assets. I imagine market research would show there's a lot of consumer love for the J&J brand in this?specific product area.
So, how is Kenvue going to handle this messy product endorsement strategy?
The old J&J logo will remain on existing products for now, until Wolf Olins launches their new packaging but then what?
Will the low level endorsements start to phase in the new J&J logo? or start wearing the Kenvue brand instead?
Will the highly endorsed Johnson's baby range keep the Johnson's name but change the identity? Or will they re-brand entirely?
Post the IPO of Kenvue in May 2023, J&J still own?90% of the company so, technically, anything COULD go... subject to what's been agreed within the terms of the deal, of course.
I'd expect some form of endorsement strategy for?the purposes of share price alone... the IPO was BASED on the value of the main brands in the stable, Listerine, Band-Aid etc. The usual way to maintain and build that share price is to badge and claim, to prove how big you are,?to show what shiny things you own...
IF the products remain endorsed with the J&J brand, even the new logo, I don't see the need for any public dramas - but will that help Kenvue's share price?
What about phasing in a Kenvue endorsement? Is there any point in being endorsed by a brand that the average consumer hasn't even heard of?
It may exist, but I haven't seen any coverage explaining this piece of the puzzle...
And what about the retail buyers and other consumer corporate audiences?
I'd hazard a guess that these audiences are less likely to care about the change of logo if they were still dealing with the great J&J - a name they've come to recognise, respect & trust over the course of their careers. But Kenvue?? What do they bring to that party that isn't just a case of "oh, we used to be the brand you know, love and trust"... I'd love to see the comms piece around this too...?
Basically, expectations are not being managed... rumours are running rife... & that's not good.
I don't believe this is a strategic direction challenge.
And I certainly don't believe it's a creative challenge either.
But a communications challenge?
1000%. With bloody great bells on.
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1 年Interesting read. And an interesting change. I’d love to keep the cursive logo, but that’s probably sentimental touched with a sadness that we have lost so much beautiful writing around us. The art of handwriting has long gone. But I appreciate the brand had to move to capture younger consumers. I’m not aware of Kenvue as a brand. To me, I’d think it was a cheap, own brand alternative. All of which supports your article m, that communication will make it break these changes.
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1 年Insightful first article Rachel. You’re spot on that most people won’t have a clue what sits under the J&J umbrella. As you say, will be interesting to watch how the move plays out through comms.
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1 年Great take - I wonder if J&J are taking a strategic step to attempt to distance itself from so much bad press around its horrible business practices!
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1 年One of the most balanced and pragmatic takes I've read so far. Such a relief to see someone logically thinking through what's happening, instead of instantly going overboard in a petulant frenzy. This is about so much more than just a logo. Would love to hear your thoughts on the Kellogs scenario... similar, but different?
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1 年What a great article! Really interesting. I didn't realise Aveeno was a J&J product. They pretty much pitch themselves against J&J baby products with that anyway, so maybe they could just push more of that?