Articles by Joseph Gelman:

Bank branches faced with the cash crisis [PDF]
By Joseph Gelman

In this opinion article published by the financial daily Cinco Días, Joseph Gelman argues that the concept of bank branches is still alive, despite claims to the contrary. Banks should therefore take advantage of this situation to transmit the essence of their brand to clients at all points of interaction, particularly in light of the current cash crisis. *Please note this article is in Spanish. (Cinco Dias, March 20, 2008)

Brands That Transgress [PDF]
By Joseph Gelman

This article in the special supplement on brands published by the advertising and marketing magazine El Publicista highlights how certain brands have been able to ignore the current trend in advertising towards politically correct messages. Prophet's Joseph Gelman and Bernhard Schaar use examples such as Burguer King and Direct Line insurance to illustrate their argument. *Please note this article is in Spanish.

(El Publicista, October 2007)

Rule-Breaking Brands [PDF]
By Bernhard Schaar and Joseph Gelman

This op-ed article highlights how certain brands have been able to ignore the current trend in advertising towards politically correct messages. Prophet's Joseph Gelman and Bernhard Schaar use examples such as Burger King and Direct Line insurance to illustrate their argument.
(El Economista, September 2007)

The Value of the ABN Amro Brand [PDF]
By Bernhard Schaar and Joseph Gelman

Joseph Gelman and Bernhard Schaar reflect on the utility of rebranding processes at a global level, using the case of ABN Amro to illustrate their argument. *Please note, this article is in Spanish. (Expansión, July 2007)

The Elasticity of the BBVA Brand [PDF]
By Joseph Gelman

Joseph Gelman analyzes how BBVA's offering of new products and services might affect the financial entity's brand. *Please note, this article is in Spanish. (Cinco Días, July 2007)

The future of Iberia as a brand [PDF]
By Joseph Gelman

In this article in one of the leading Spanish financial dailies, Joseph Gelman and Pablo Barrientos reflect on the planned sale of the leading Spanish airline Iberia and the consequences it could have on the brand. *Please note this article is in Spanish. (Cinco Días, May 2007)

Brands Losing Their Shine [PDF]
By Joseph Gelman

In light of the recent bid for Altadis, the Franco-Spanish tobacco company, Joseph Gelman and Pablo Barrientos express their thoughts on the branding challenges facing the tobacco industry, in an opinion article published in the leading Spanish financial daily Expansión. *Please note this article is in Spanish. (Expansión, marzo 2007)