Johnson & Johnson's Alison Lewis Shares CPG Giant's Strategy
Hearing from those in the industry is one of the best ways to improve your own brand. In this week's cover story, Adweek explores the inside story on Johnson & Johnson's revamped marketing mission under Alison Lewis, the first global chief marketing officer of the consumer packaged-goods giant's consumer brands.
On the importance of tapping into people's emotions towards a brand:
"At the end of the day, people are always buying what you sell, so if you're selling mouthwash or beauty cream or even a baby-care product, of course you know they have a need and you fulfill that need," says Lewis. "But the thing that I believe sort of sways them to choose your brand over everyone else's brand is how they feel. That purpose, that emotion is critical."