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
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?

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

Historical Background of Marketing and Brand Management

Historical Background of Marketing and Brand Management Brand management is continuously evolving and as the economy changes it requires new approaches and different ways of thinking. In the next series of posts, I synthesize how brand management has evolved from its origin until the first years of the new millennium. I have divided this historical background into 4 major blocks: …

UrielHistorical Background of Marketing and Brand Management

The Origin of Branding

Branding started in Sweden in the middle age (476-1492) when the ruling economy was the agrarian and commodities were extracted from the natural world: animal, mineral, vegetables, etc. A brand was the action of burning a symbol into the flesh of a Norse in order to signify ownership of the animal. Entomology tells us that the word “brand” is a …

UrielThe Origin of Branding

The Origin of Brand Advertising

In the last decades of the 19th century and the beginning of the 20th, manufacturers started making use of advertising and representatives in order to avoid the power of the wholesale traders. One of the first advertising agencies was founded in New York in 1864 as Carlton and Smith, an advertising broker buying and selling space in the popular religious …

UrielThe Origin of Brand Advertising

Brand Innovation Management

Brand Innovation As early as in 1967 Drucker formulated the famous notion: “There are only two value-adding activities in an organisation: “Innovation” and “marketing”. However evidence show that not much innovation are going on in the financial service industry, where banks and other financial institutions are absent form Business Week´s annual ranking of the Top 25 most innovative companies. This …

UrielBrand Innovation Management