While brand purpose often is depicted as a panacea for all modern marketing ills, Johnson & Johnson pioneered this approach 70 years ago as part of its official “credo”.
This 300-word mission statement begins with a commitment to “doctors, nurses and patients, to mothers and fathers and all others who use our products and services.” It then continues through pledges to deliver high-quality products, charge reasonable prices, treat suppliers and distributors fairly, respect and reward staff, be a good citizen in the communities it serves, and act “responsibly” towards stockholders.
“The fundamental aspect of being a purpose-driven company has not...