The Secret to Johnson & Johnson's Brand Storytelling Success

The Johnson and Johnson credo is seen in the background on the left next to two elevator doors while a white desk in the foreground displays the red Johnson and Johnson logo.

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 also crucial to the future of your business.

One of the most sophisticated and successful examples of impactful corporate storytelling is the iconic brand and household name Johnson & Johnson. In a recent webinar titled “The Evolution of Brand Storytelling: Taking a Newsroom Approach,” Johnson & Johnson Vice President and Director Carrie Sloane discussed how the company has taken control over the company narrative and evolved into a brand newsroom with the creation of the Global Content Lab.

By precisely evaluating metrics and analytics, learning from the successes and failures of others, and continuing to gather and analyze feedback, Johnson & Johnson is able to constantly fine-tune its strategies and insights in order to make its approach to brand storytelling the best it can possibly be.

Find Out How to Connect With Customers In a World Without Brand Loyalty.

As Sloane described, the three keys to Johnson & Johnson’s success with brand storytelling are:

  • Tell Authentic Stories That Connect: This is the true driving point in the whole storytelling process. Being genuine is essential: It humanizes your brand, making it easy for your audience to establish an emotional connection to the story being told, as well as the brand behind that story.
  • Stay Timely: Brands must be attentive to the ever-changing world we live in and remain flexible to accommodate their audiences’ fluctuating needs. It’s not just about producing stories that align with your brand but also about reaching an audience who cares about the point being made, at just the right moment, in the most effective way.
  • Stick to the Story: Brands have hundreds of stories to tell, but not all of them are the right ones to share. Staying true to a story that a brand feels best represents it, as well as developing that story to the fullest, is how that story will remain effective and relevant. Continuing to build upon your brand’s story without being vertical will not only keep your audience intrigued but also relay a relatable message that allows people to feel linked to your brand and thus take a greater interest in what you have to offer.

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 & Johnson’s Global Content Lab, Johnson & Johnson has been able to realize and accomplish its brand storytelling goals.

About the Author
Oliver Shackley
As a marketing intern for Summer 2018, Oliver has ben assisting product, content, and social media marketing efforts. Oliver is a Film & TV major at The University of Arizona. Oliver grew up in the Alexandria, Virginia area.

The Perfect Sense/Brightspot summer intern program was created in 2013 with the goal of providing a meaningful opportunity for students to gain exposure to careers in software engineering, product management, and marketing. With dedicated mentors guiding them throughout the summer, interns gain real-world, hands-on experience working on a wide-array of challenging projects. Additionally, through a series of workshops with employees, interns gain insights into various other positions at Perfect Sense to gain a full understanding of the company's diverse offerings.
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