Practice paper
A brand journey to engage today's customers: Prudential Financial
Journal of Brand Strategy,
2
(2),
121-127
(2013)
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
The full article is available to subscribers to the journal.
