Bite-size Case Study

How to leverage a strong brand to retain trust: two case studies

Published on December 31, 2017 Originally recorded 2014   2 min
0:04
The value of a strong brand. Remember, "People don't buy something; they buy from someone... " And that's what "brand" is all about. Who are you? So, what is a strong brand do for a business? Well, first of all it engenders trust. In fact, one of the definitions of brand is trust mark. When you think of a business like Johnson & Johnson, for example. You may remember that some years ago there was a poisoning scandal; some nut decided to open up some Johnson & Johnson Tylenol capsules and put in poison and several people died. Well, Johnson & Johnson's behavior immediately, they simply withdrew all of the product off all of the shelves and it costed them hundreds of millions, if not billions of dollars. And then they proceeded to investigate it and explain it and so on. Because Johnson & Johnson had such a strong brand, people trusted it. And so, it went back immediately to being the number one brand of that kind of a product. Fact, they had a second poisoning scandal very much like the first one they behaved exactly the same way thus, earning the trust. And again, they are the number one brand in that kind of a product. So, the value of a strong brand, a primary value, is engenders trust.
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How to leverage a strong brand to retain trust: two case studies

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