A recent poll by public relations giant, Edelman, reveals that fewer and fewer consumers trust brands. In fact, only 44% of American consumers say they actually believe the messages that brands are sending them! In a world where word of mouth distributes news to MILLIONS of consumers at the click of a “retweet” button and customer product reviews are spread like wildfire over the web, brands are left to watch as control slips steadily through their fingers. Brands today need to face critics head on and RESPOND to and ACT on consumer concerns. Airing a funny commercial today can only go so far….
Archive for September, 2009
As a leading provider of consumer healthcare products and pharmaceuticals, Johnson & Johnson products reach hundreds of millions of consumers every year. Chances are you have at least one of them in your cabinet at home right now. But how, in a global market where there are so many options, does J&J continue to beat out their competition year after year?
In this episode, Manos Spanos, Product Director and branding expert for J&J’s Neutrogena discusses how his experience in working with global markets has helped deepen the level of understanding and trust between his brand and its consumers. He shares lessons on the irreplaceable value of broadening your scale when educating yourself on the needs of your consumers, as well as how to USE this knowledge to develop closer bonds and profound connections.
