Lonely at the Top for Big Beer Brands

Recent study by Avid shows just how lonely it is at the top for big beer brands. At best, only 1 in 5 consumers that are aware of the brand say it is the one they prefer to buy. For many brands the numbers are much worse. Given the market […]

How to Engage Consumers, Johnson & Johnson Style

It isn’t uncommon for marketers to deliver a brand message with hope, not expectation – hope that consumers will receive, respond, and perhaps buy a product. Much to their chagrin, hope is an ineffective strategy. I sat down with Colleen Sellers, Group Brand Director at Johnson & Johnson, following the […]

Spotlight from the World’s Top Marketers: Johnson & Johnson

Alan Hart recently sat down with Colleen Sellers, Group Brand Director at Johnson & Johnson, about engaging with customers and how Zyrtec’s “Muddle No More” campaign was highly effective, winning a 2014 Effie award. So how, exactly, do marketers engage with the customers? Listen to them, Sellers said. Allergy-sufferers felt the products weren’t […]