• by Gavin O'Malley , Staff Writer @mp_gavin, August 20, 2015

There are few things that brands love more than their own names. That made Neutrogena’s latest cross-channel marketing insight particularly hard to swallow. Consumers, they found, weren’t going to a marketing micro-site -- which was advertised on in-store displays -- because they couldn’t spell the name Neutrogena. “Neutrogena isn’t easy to spell,” admits Molly Garris, Senior Manager of Digital Marketing at the beauty brand. “Lesson learned,” she told attendees of MediaPost’s Cross-Channel Marketing Insider Summit, on Thursday. In response, the Johnson & Johnson brand changed its micro-site’s Web address to solvemyacne.com. The only problem, as Garris noted, was that that site’s original URL was already printed on countless in-store displays.