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…

Digital: The Hope, the Promise, the Risk

Last, week I came across an article in Ad Age about Mike’s Hard Lemonade shifting their marketing tactics from traditional to digital. As more and more brands proudly make the switch, it makes me wonder whether digital can live up to the promise. The Promise Digital is an inherently fast, targeted, nimble and sometimes cheap…

Opportunities for Brands Today (Part 2)

The other week I wrote about one of the most prevalent misconceptions of marketing: it’s the marketers, not the consumers that define brands. This week, I’d like to focus on another dangerous belief that marketers are guilty of having: Interpretation is a sufficient substitute for analysis While this flawed belief is not as intuitive as the…