Brand Strategy An overnight success in just 15 years Image via Linda Gonzales "There appears to be a national shortage of Purell, due to coronavirus-related fears. The high demand, even in the current circumstances, is a testament to the brand's clever business strategy in its early days." "The Purell story carries three useful lessons for any business owner: First, be persistent. When parent company Gojo first launched Purell in 1988, it was impossible to sell: There were no comparable products on the market, so nobody really knew what it was for. Second, meet your customers or clients where they are. Gojo tailors the positioning and appearance of Purell dispensers to the venue. In grocery stores, you'll usually find hand sanitizer stations near the entrances and exits. Hospitals? Strategically placed bottles so doctors and nurses can clean their hands while walking to their next patient. And third, be patient. Purell's slow launch felt agonizing at the time. Yet, it was able to fundamentally change U.S. public-health habits within just 15 years." Article: There's a National Purell Shortage--Which Is Remarkable, Given the Brand's Origin Story