Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Capitalising on brand purpose: Creating brand equity and business value from the ground up
Journal of Brand Strategy,
11
(1),
6-14
(2022)
Abstract
Curacao is one of the most trusted brands in the US Hispanic community. It has earned the trust of its customers and the broader, multigenerational, US Hispanic community with a clear purpose of helping to improve the standard of living of its core community. The brand consistently delivers on this purpose with a 360-degree proposition that provides access to credit, financial education and household products and services, as well as through social connections and culturally relevant programming at its network of physical stores, employment and charitable contributions via the Curacao Foundation. With over four decades of commitment to its community, the brand has gained sufficient credibility and is now able to leverage its customer relationships and data to increase its business value. It is now bolstering its portfolio of products and services through strategic partnerships and expanding its offering nationally through e-commerce and retail media to ensure steady growth and profitability in the years to come.
Keywords: brand purpose; US Hispanic audience; Hispanic media; brand trust; multicultural marketing; LatinX
The full article is available to subscribers to the journal.
Author's Biography
Seraj Bharwani is the Chief Strategy Officer at AcuityAds, in which role he is responsible for advancing the state of omnichannel, consumer journey marketing. He is an authority on consumer trends and insights and is the author of numerous papers on emerging audience behaviours critical to driving business results. He delivers keynote speeches, leads webinars and moderates CMO panels at major conferences throughout the year. Seraj previously led Strategy & Analytics at Digitas as part of the founding team and led the development and adoption of third-party reach and attention metrics for online video in partnership with Google, Facebook and Twitter as the Chief Strategy Officer at Visible Measures. He is a graduate of MIT Media Lab.
Ariela Nerubay is Executive Vice President and Chief Marketing Officer responsible for business strategy, brand positioning and online expansion efforts for Curacao retail stores. For the past four years, she has led Curacao’s brand repositioning and target expansion efforts that scaled the business by attracting new customer segments. She designed programs to deliver better customer experiences, streamlined creative production processes to reduce friction and cost, and championed a culture that is customer-centric, data driven and agile. Leveraging her experience of more than 25 years across entertainment, start-ups and retail, Ariela has helped transform Curacao from a traditional retailer to a digital-forward brand. Ariela is also adjunct professor at USC’s Marshall School of Business and Annenberg School of Communication and Journalism and serves on the Board of Trustees Pacific Region for the Boys and Girls Clubs of America, where she is a member of the Impact and Youth of the Year Committees.
