Lonely at the Top for Big Beer Brands

Recent study by Avid shows just how lonely it is at the top for big beer brands. At best, only 1 in 5 consumers that are aware of the brand say it is the one they prefer to buy. For many brands the numbers are much worse. Given the market share of these brands, it…

How to Engage Consumers, Johnson & Johnson Style

It isn’t uncommon for marketers to deliver a brand message with hope, not expectation – hope that consumers will receive, respond, and perhaps buy a product. Much to their chagrin, hope is an ineffective strategy. I sat down with Colleen Sellers, Group Brand Director at Johnson & Johnson, following the receipt of Johnson & Johnson’s…

Spotlight from the World’s Top Marketers: Johnson & Johnson

Alan Hart recently sat down with Colleen Sellers, Group Brand Director at Johnson & Johnson, about engaging with customers and how Zyrtec’s “Muddle No More” campaign was highly effective, winning a 2014 Effie award. So how, exactly, do marketers engage with the customers? Listen to them, Sellers said. Allergy-sufferers felt the products weren’t engaging customers realistically.  Naturally, the…