Alison Lewis on Why Culture Eats Strategy for Breakfast

quotWe are a big company with big scale brands and that39s a huge advantagequot Lewis said during a fireside interview with Viacom Ad Solutions Executive Vice President Karen Phillips at CESamp160 quotBut at the same time where a lot of the growth is happening is with those smaller disruptors and so we have to think of ourselves JampampJ as a giant startup which does a much better job at being closer to the consumers and cocreating with themquotThe shift would not have been possible without a culture of change and innovation which Lewis admitted isn39t easy to achieveamp160 quotWe worked with consumers and listened to what they wanted regarding the changes they wanted to see in our productsquot she saidamp160 quotOne of those things that was a big debate internally as you can imagine was the move to removing the iconic gold dye from our classic No More Tears shampooquotAnother example of using technology data and a culture of innovation to cocreate with consumers was the launch of Listerine Ready Tabsamp160 quotThe brand had been growing through frequency but not household penetrationquot Lewis shared adding that by listening to their consumers they realized that it39s hard to take a bottle of Listerine with you on the go The rest is historyquotData is a window to how can we do a better job at personalizing and thinking more like a retailerquot Lewis explainedamp160 quotPersonalization is super important in today39s world because the consumers want what they want and when they want itamp160 We have to be able to get the right message to the right person at the right timequotAfter sharing that 80 percent of JampampJ39s total mediaamp160in the US and 60 of digital media globally are personalized Lewis said they were taking it to the next level with customized products like Neutrogena MaskiD which builds off the Neutrogena Skin Scanner technology launched at last year39s CES and analyzes every consumer39s skin type for customized product recommendationsJampampJ is also using technology at quotthe whole world of ecommercequot as Lewis put itamp160 quotEcommerce is teaching us how to act more like a retailerquot she saidamp160 quotWith ecommerce we work hard to make sure that we get our search content assortment ratings reviews navigation etc right which has taught us that all of these things are critical to both online and offline shoppingamp160 What works in clicks also works in bricksquotBut how to get the whole company on board when you are trying to implement these ideasamp160 quotCulture eats strategy for breakfastquot Lewis assertedamp160 quotOne of the things we39re trying to get the organization comfortable with is this whole idea of imperfectionquot she explainedamp160 quotThat takes a lot of power and responsibility on the leadership of the organization because the reality is in general employees don39t want to take risks because they want to do a perfect jobamp160 As leaders we have to take the blame and allow our people to take the riskquotquotThat sounds like a lot of positive cultural change within your organizationquot Viacom39s Phillips saidamp160 quotHave those changes and the pressures this experience economy puts on marketers evolved the role of the CMOquotquotI would say the role of the CMO needs to be hunting for growthquot Lewis repliedamp160 quotAt the end of the day the role of anyone in marketing is to get more people to use your product more oftenamp160 So that39s where I see my role continuing to focus and drive cultural change within the organizationquotThe fireside interview between Karen Phillips of Viacom and Alison Lewis of Johnson ampamp Johnson was conducted as part of the annual Brand Innovators quotBrands Bet on Digitalquot conference which was held in Las Vegas in conjunction with the Consumer Electronic Showcase CESClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Alison Lewis on Why Culture Eats Strategy for Breakfast

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Alison Lewis on Why Culture Eats Strategy for Breakfast

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