Decentralized Johnson & Johnson embraces company-wide brand metric

This report describes how Johnson & Johnson (J&J), the pharmaceutical and consumer goods company, is aiming to become more of a consistent global organization, despite previously finding success by decentralising its marketing programs.

Decentralized Johnson & Johnson embraces company-wide brand metric

Geoffrey PrecourtWarc

While Johnson & Johnson is an organization that historically and culturally has prospered with a marketing program that relied on decentralization for each of its brands, its marketing research has started to speak with a cross-company commonality.

"We have moved to one methodology to track some of our mega-brands," including Tylenol, Listerine, Johnson's Baby, and Neutrogena, said Brenda Armstead, vp/global strategic insights. The new uniformity in practice suggests an effort "to become more of a global organization [with] standards and consistency in the way we track our brand equity...

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