The Evolution of the Brand Promise and Moments of Truth

Over the past decade, digital marketing has experienced rapid evolution both from a customer engagement perspective as well as product delivery and this has transformed the ‘brand promise’. Meeting expectations: The evolution of the brand promise and moments of truth In branding, a brand promise connects the company’s purpose, market positioning, strategy, employees and customer experience. How the potential customers …

UrielThe Evolution of the Brand Promise and Moments of Truth
Death of a salesman

The Digitally Disrupted Insurer – Death of a Salesman

Death of a Salesman – Financial Marketing has changed In the UK, the “man from the Pru” personifies a nostalgic relationship with insurance companies. Prudential, a UK insurer, built its brand on fostering a convivial working relationships with its customer base through door-to-door salesmen. [1] The array of financial marketing tools available to today’s marketers has more in common with …

UrielThe Digitally Disrupted Insurer – Death of a Salesman
TradingDebates - The future of trading

Seven Steps to Blending Social Media with Event Marketing #eventprofs

How do you reach almost 2.5 million people on Twitter, attract 600 contributors on social media and attract 300 niche financial professionals at your next event? Integrating social and multi-media with live events aimed at a hard-to-reach B2B audience isn’t as cryptic as you might think. Here, I share with you the seven ingredients crucial to the success of Saxo …

UrielSeven Steps to Blending Social Media with Event Marketing #eventprofs
Google Algo vs Social Media APP

The Revolution in Social Media, Marketing and Trading: where are we in the cycle?

Much has been written about how social media has transformed our lives.  In my opinion it has been an extremely positive impact – providing transparency, accountability and over all, the democratisation of information.

UrielThe Revolution in Social Media, Marketing and Trading: where are we in the cycle?

Online Brand Management & Social Media in the Financial Service Industry – Reap the Benefits of Building a Strong Brand

Effective strategic online brand management in the financial service industry is today essential to survive in an increasing competitive marketplace. Accurate consumer insights along with effective internal management of resources are vital elements in order to reap the benefits of a differentiated and relevant strong brand. One of the great advantages in today’s online marketing and online social network arena …

UrielOnline Brand Management & Social Media in the Financial Service Industry – Reap the Benefits of Building a Strong Brand
Saxo Bank Headquarters Copenhagen

The keys to success in online marketing & brand management in the Financial Service Industry

The pace at which brand management and marketing are changing is accelerating every day. Ever since the cluetrain manifesto declared in 1999 that markets were conversations, companies from across industries have been trying to adapt their marketing practices to this new digital arena. One of the industries that have faced the most challenges in adapting to this new context is …

UrielThe keys to success in online marketing & brand management in the Financial Service Industry

Brand Experience Management

During the first years of the new millennium we entered into what some call the experience economy, where companies need to compete on the basis of memorable experiences. Goods and services were declared no longer enough (Pine & Gilmore, 1999). Organizations have been forced to adapt to the developments in the environment and to the consequent changes in consumer demands …

UrielBrand Experience Management

Saxo Bank pioneering financial entity with regards to social networks in Spain and Latin America

Uriel, Saxo Bank is a pioneering financial entity with regard to social networks and new ways of communicating with its clients.  What was entailed in kicking off the entire policy of Community Manager, managing people and winning over clients with this new philosophy? In reality, it is not a new philosophy, as our objective at Saxo Bank has always been …

UrielSaxo Bank pioneering financial entity with regards to social networks in Spain and Latin America

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

Apple: a brand & vision that will live forever. Thank you Steve Jobs!

I really admire passionate people. Especially people who want to make a difference in the world. So when I heard that Steve Jobs had died, I felt sincerely sad and from that moment I felt a strong need to share my thoughts via this post. Steve Jobs, believed that Computers had to be like a bicycle for our minds. With …

UrielApple: a brand & vision that will live forever. Thank you Steve Jobs!