People tend to distrust people who show they are flawless and void of human emotions. Likewise with brands. Companies that embrace being human and admitting their flawsomeness have a better chance at connecting with their customers while earning their trust and loyalty. Here’s to a featured flawsome brand, Johnson & Johnson.
Johnson & Johnson’s reinstating the women’s tampon brand, o.b. Ultra. The company announced in 2010 it would discontinued the brand, which sparked a “girlcott” by outraged customers who launched the website to petition the company to reconsider. The site gained widespread support and in late 2011, Johnson & Johnson reinstated the brand with a clever “ENDLESS CELEBRATIONS” microsite dedicated to a series of goofy personal power and apology videos to their customers, coupled with a coupon.
This post is an adapted version of a more comprehensive trend briefing on the act of being flawsome.