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

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!

Brand Values Management

Brand values As a consequence of the globalization, many product- and service categories have been commoditized due to the diminishing difference between companies and their offerings. A parameter like for instance “quality” is within many industries no longer a mean for differentiation (David A. Aaker, 2007) as the quality standard has leveled out along with the maturity of the product …

UrielBrand Values Management