The Brand Journalism model of Value Co-Creation

In this post I will share a simple model that will help you understand the most important aspects that a company should take into consideration to proactively manage a brand by building a value co-creation process online with its consumers. It is inspired by the brand journalism term originally coined by Larry Light in 2004. Larry Light declared that mass …

UrielThe Brand Journalism model of Value Co-Creation

Marketing Communication, Positioning and Differentiation

All the various marketing management contributions of the 60s based on Druckerian Management philosophy, did not stop those who believed that the emphasis was to be put on advertising and selling. In this way, Other general models and frameworks about marketing communications were presented and evolved from the 60s. These include models such as the hierarchy of effects approach, the …

UrielMarketing Communication, Positioning and Differentiation