The Evolution of Corporate Communications: How Johnson & Johnson Built a Brand Newsroom

With more than 250 subsidiaries in consumer products, medical devices and pharmaceuticals, Johnson & Johnson is one of the most iconic brands in the world. For 130 years, J&J has seen great success in both product sales and public health initiatives, and it has incredible stories to tell.

Like so many brands, J&J primarily relies on media to tell its stories. But it wanted to do more, especially when it comes to talking about all the great things J&J is doing in the world, such as solving complex global health challenges and taking action to make the planet healthier. It was time to take control of the narrative, so J&J made the move to revamp its corporate communications strategy and build a brand newsroom through the creation of its Global Content Lab.

J&J’s Evolution of Corporate Communications

In order for the Global Content Lab to fully pursue its evolution of corporate communications, it needed a content management system that could support its efforts. The team began searching for a CMS that would help it operate effectively as editors and publishers and build a brand newsroom. J&J turned to Brightspot, powered by Perfect Sense, to carry out its digital evolution from traditional corporate communications to brand storytelling.

J&J uses Brightspot because of the intuitive editorial functionality, including its drag-and-drop editorial workflows, customizable user roles, rich text editor, live previewing and ability to optimize content for multiple channels (e.g., social, mobile web, desktop, etc.). Brightspot also seamlessly integrated into J&J’s martech stack and offered J&J the security it needed for an enterprise CMS.

“The first time the Perfect Sense team demoed Brightspot, I asked if they had crawled into an editor’s head to build it," said Carrie Sloan, J&J’s Vice President and Global Content Lab Director. "It was that intuitive. When I heard that it had launched Coca-Cola in 14 markets and could scale globally, I was sold.”

Brightspot’s Impact at J&J

Since its implementation, Brightspot has enabled J&J’s Global Content Lab team to become industry-leading brand journalists, editors and publishers. When consumers visit J&J’s corporate website, they will find articles about health and wellness, J&J’s global philanthropic initiatives, product innovation and people making a positive impact in the world. The content, which reads more like stories in a magazine than a on corporate website, is engaging, inspirational and informative. J&J’s website’s design is an incredible example of brand storytelling excellence—it is beautiful, dynamic and features engaging multimedia content to complement its stories.

Read the full Johnson & Johnson case study here.

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