Culture, customer, content: Johnson & Johnson reinvents its marketing

Johnson & Johnson, the global FMCG company, has reinvented its marketing to focus on customer-centricity, brand experiences and content.

Survival, pure and simple, is what’s at stake for all companies today: that was the message that Richa Goswami, who recently took on a new role as Johnson and Johnson’s (J&J) Chief Total Brand Experience Officer from Chief Digital Officer of APAC, had at Forrester’s CX Singapore forum recently.

With businesses needing to innovate or risk sinking into oblivion, Goswami said there was a need to “wake the organisation up”.

“We cannot keep doing what we’ve always done for the past 130 years, and expect that we are going to be around for the next 130 years,” Goswami said,...

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