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...