J&J reinvents branding with "relentless relevance"

This event report outlines attempts by Johnson & Johnson, the healthcare company, to achieve renewed relevance with consumers.

J&J reinvents branding with "relentless relevance"

Geoffrey PrecourtWarc

There's a quiet, deliberate revolution under way in New Brunswick, New Jersey. Johnson & Johnson has labeled the disruption "Moments That Matter" and, despite the innocent sound of its moniker, it's a carefully orchestrated brand-by-brand makeover that promises to change the way the healthcare company brings its products to market.

"Relentless relevance is our mission at Johnson & Johnson," Vineet Mehra, president/global marketing services, Johnson & Johnson Consumer Group of Cos., told delegates at the Association of National Advertisers' (ANA) 2015 Digital & Social Media Conference in Rancho Palos Verdes, California....

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