Johnson & Johnson's recent history of product recalls and lawsuits has prompted a $20 million to $30 million image campaign that aims to burnish the corporate reputation. "I'll be honest and say there was no grand plan. ... [T]hey'd showed me this idea that ultimately became 'For All You Love.' When I saw it, I said, 'This really speaks to the core of what J&J is,' " Michael Sneed, J&J's vice president of global corporate affairs, says in this interview.

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