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
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

The Future of Online Marketing in the Financial Service Industry

It is clear that everyone is writing the future of online banking and that there is no literature about it. What is your vision for the future of online marketing in the financial service industry? We are now at the apex of a new period of unprecedented opportunities for the online financial industry. The economy is about to open up …

UrielThe Future of Online Marketing in the Financial Service Industry

Financial Brand Journalism: Think about facilitating personal interactions, not about creating messages

In this post you will learn about the latest trends and strategies in Marketing and Brand Management. These include brand journalism, inbound marketing and the “personalization tsunami”. I will also share a recent case, which demonstrates how marketer’s can make this work in practice.   Global Efficiency that leads to Irrelevance is Irrelevant: Marketing gets Personal Is your marketing strategy …

UrielFinancial Brand Journalism: Think about facilitating personal interactions, not about creating messages

El Origen de la Gestión de las Marcas

Poco después de estas evoluciones, al aparecer más marcas en los mismos sectores del mercado, a la vez que aumentaba la competencia entre categorías, gestionar la creación de anuncios y las imágenes resultantes ya no era suficiente. Se dice que en 1931, Neil McElroy cambió para siempre el marketing, al redactar su clásico memorándum en Procter and Gamble (P&G), que …

UrielEl Origen de la Gestión de las Marcas

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

Los 80-90 y el Valor de Marca: el Comienzo del Estudio de la Gestión de Marcas

No está claro quién inventó la expresión de valor de marca, pero apenas se registran usos antes de mediados de los 80 (Ambler & Styles 1995) . A mediados de los 80, algunas academias como Kevin Lane Keller, comenzaron a estudiar los efectos y la importancia de los factores de la memoria en la publicidad y su relación con las …

UrielLos 80-90 y el Valor de Marca: el Comienzo del Estudio de la Gestión de Marcas

The Origin of Brand Management

As more brands appeared within same market sectors while competition within categories increased, managing the creation of ads and resulting images was not enough. It is said that in 1931, Neil McElroy changed marketing forever when he wrote the classic memo at Procter and Gamble (P&G), which lead to the creation of the discipline of brand management (Aaker, Joachimsthaler, 2000; …

UrielThe Origin of Brand Management

The Beginning of Brand Management as a Study Discipline the 80s-90s Brand Equity Finally Defined

It is not clear who invented the expression of brand equity, but few uses of it have been traced before the mid-eighties (Ambler & Styles 1995). In the mid 80s academics such as Kevin Lane Keller, began studying the effects and importance of memory factors in advertising and its relation with consumer brand evaluations in the moment of purchase, “Memory …

UrielThe Beginning of Brand Management as a Study Discipline the 80s-90s Brand Equity Finally Defined