@SCJohnson is launching a $20MM to $30MM corporate-branding campaign that will be its most comprehensive ever. The goal of the “Making life better for the next generation in ways only a family company can” campaign is to establish that SCJ is a family-owned company without all of the problems associated with most its publicly-held competitors.  SCJ says they are able to nurture a culture of caring and doing the right thing in the long term, because they do not need to worry about next quarter’s earnings or what @WSJ analysts say. Research including that of @Edelman_Trust found that consumers trust family companies more. - Link