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To: Joe Krupa who wrote (8798)	2/15/2002 4:30:04 PM
From: Cal Gary	Read Replies (1) \| Respond to of 14101

<font color=gold>Yahoo! the Cat, she brings home the Gold Medal! I'm guessing Monday may be a Provincial holiday in Alberta? Catriona Day? Thanks Rob, Ron and Joe. I stand corrected. Its Family Day in this neck of the woods. Foregot that the rest of the world revolves around Toronto <ggg> (or is it Ottawa?) Got carried away with all the excitement. Have a great long or shorten weekend!

To: Joe Krupa who wrote (8798)	2/16/2002 11:08:48 AM
From: Joe Krupa	Read Replies (3) \| Respond to of 14101

As a marketing guy, I have posted several times in the past about the branding power of a company like J&J. These posts have for the most part been in response to some who doubt the ability of the US partner to effectively market a topical in a country of pill poppers. I'm not going to rehash what I have opinioned several times, but suffice it to say that I do not have, nor have I ever had, any worries whatsoever about the ability of J&J to capture a substantial slice of the US OA market. I want to share an interesting ranking table I found from The August 6, 2001, edition of Business Week Magazine. It ranks the value of the top 100 brands in the world. As many of you may have guessed, the top 3 brand names are Coca-Cola, Microsoft & IBM. However, at the bottom of the article is another table which ranks the top 10 companies in the world in terms of the value of their overall brand portfolios. Guess who #1 is? Here's the top 8: 1. Johnson & Johnson 2. P&G 3. Nestle 4. Unilever 5. L'Oreal 6. Diagio 7. Colgate-Palmolive 8. Danone businessweek.com I still have not figured out how exactly Business Week and Interbrand came up with the valuations they did (they seem astronomically on the high side), but nevertheless the rank order is what's important here. Dimethaid has chosen to partner with the largest brand portfolio in the world. J&J did not get to that level by developing, acquiring and partnering with products for which they are unable to create demand. No company is immune from mistakes and bad decisions, but J&J has had 3 years to think this one through and I'm sure we will find out in the next few weeks that they think this is still a very worthwhile endeavor. I can't remember the exact quote, but a couple months back, Wolf K posted that "J&J doesn't plan on Pennsaid being a $100 million product." (Wolf, please correct me here). Given an approximate $8 billion market, J&J would not be setting their sights on 1.25% market share. The stakes are much larger and that's why J&J has been waiting in the wings for all this time. J&J is a powerhouse of a company, and given their diversification into both pharma and consumer package goods, are some of the best marketers in the world. I will be happy to be raisin in their fruit salad, because they have one big a$$ salad bowl. joe