Brand storytelling has steadily increased in both popularity and importance in the corporate world. Establishing a deep connection with both potential and current customers through storytelling is not just important—it’s crucial to the future of your business.
One of the most sophisticated and successful examples of impactful corporate storytelling is iconic brand and household name Johnson & Johnson. In a recent webinar titled The Evolution of Brand Storytelling: Taking a Newsroom Approach, J&J Vice President and Director Carrie Sloane discussed how J&J has taken back control over the company narrative and evolved into a brand newsroom with the creation of the Global Content Lab.
Precise evaluation of metrics and analytics that display where people receive and look at J&J's content, as well as learning from the successes and failures of others, has been instrumental in J&J’s learning process. By continuing to gather and analyze feedback, J&J is constantly fine-tuning their strategies and insights as to how they can make their approach to brand storytelling the best that it can possibly be.
As Carrie Sloane described, the three keys to Johnson and Johnson’s success with brand storytelling are:
Nowadays, storytelling is the most effective way to establish a strong brand to consumer relationship. But your brand storytelling efforts can only be as great as the technology behind it.
With Brightspot, the digital publishing engine behind Johnson’s and Johnson’s Global Content, Johnson and Johnson has been able to realize and accomplish their brand storytelling goals.