[背景]泰诺是目前世界上销量最大的非处方药品牌,年销售额超过10亿美元。毋庸置疑,泰诺的品牌关注度和美誉度是它的同行无可比拟的。在某种意义上,泰诺已经成为安全和有效的代名词。泰诺的成功决不是偶然的,正是美国强生公司、McNeil制药厂与Saatchi&Saatchi公司超过20年的合作成就了泰诺的品牌传奇,长期的合作帮助孕育并发展了一整套周详完善,持续性强的品牌规划体系。如何将一款药效显著的药物发展提升为一个知名品牌,泰诺给了我们一个值得借鉴的成功例子。 [Background] Tylenol is the largest over-the-counter brand in the world with annual sales of more than 1 billion U.S. dollars. Needless to say, Tylenol brand awareness and reputation is unmatched by its peers. In a sense, Tylenol has become synonymous with safety and effectiveness. Tylenol’s success is by no means accidental. It is the cooperation of Johnson & Johnson, McNeil Pharmaceutical Company and Saatchi & Saatchi for more than 20 years to create Tylenol’s brand legend. Long-term cooperation helps to nurture and develop a complete set of well- Brand planning system. How to promote a significant drug development to a well-known brand, Tylenol gave us a successful example worth learning.