A brand journey to engage today's customers: Prudential Financial

Papadopoulos, Anna; Shah, Niharika

Practice paper

A brand journey to engage today's customers: Prudential Financial

Anna Papadopoulos and Niharika Shah

Journal of Brand Strategy, 2 (2), 121-127 (2013)

https://doi.org/10.69554/VOVQ9944

Abstract

This paper describes how Prudential has used media to drive a reappraisal of its brand. This has been achieved by engaging with a choice-based model of media to foster content discovery, create integrated experiences, give consumers a platform on which to engage and limit commercial interruption.

Keywords: content; digital; media; reposition; retirement; financial services; story telling; Prudential

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Citation

Papadopoulos, Anna and Shah, Niharika (2013, June 1). A brand journey to engage today's customers: Prudential Financial. In the Journal of Brand Strategy, Volume 2, Issue 2. https://doi.org/10.69554/VOVQ9944.