Insights by Joseph Gelman:

Branding in Merging or Acquiring Spain’s “Cajas de Ahorros”
By Joseph Gelman

Spanish Cajas have a strong emotional connection with their regional roots, and hence, when considering M&A activities among these, it is critical to be very cautious and careful. However, these processes also generate the opportunity to provide the new company – the one combining 2 or more Cajas- with a powerful and differentiated brand identity; something that currently none of the Cajas have. *Please note this article is in Spanish. (Cinco Dias, August 11, 2009)

A smoke in favor of tobacco companies
By Joseph Gelman

Restrictions on how the tobacco industry can market their product is a reflection of how the Spanish government feels, which can be summarized as “You must not smoke in Spain.” In this regard, people's right to buy a legal product is being threatened, and even worse, a double standard is being used on the industry, especially considering that ultimately the government is the biggest beneficiary in the commercialization of these products. *Please note, this article is in Spanish. (El Confidencial, July 16, 2009)

How to Keep Aging Brands Relevant [PDF]
By Joseph Gelman

Joseph Gelman discusses why some brands may not be relevant to consumers anymore and how this trend could be avoided. Through several examples of “old” brands, such as Telefónica, Ford, and Burger King, which managed to renew their image, Gelman studies different formula to make a brand become young again. *Please note, this article is in Spanish. (Brand Life, July 2009)

The Future of Wall Street Brands [PDF]
By Joseph Gelman

The global financial services crisis raises issues for CMOs who now find themselves with new brands in their portfolios. Actions undertaken to protect brand equities of all the players — whether acquirers or acquired — must be carefully considered against a backdrop of customers, comparative health issues, and strategic compatibilities.

How to Cope With Aging Brands [PDF]
By Joseph Gelman

Individual brands, or even whole categories, that were once important for a particular consumer segment, become irrelevant as society evolves and tastes change.  Should you completely lose your current brand equity association so you can become relevant to new consumers? (World Advertising Research Center, October 2008)

The Marketing Mix [PDF]
By Joseph Gelman

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. (Strategic Marketing, July/August 2008)

Marketing Effectiveness in a Recession [PDF]
By Joseph Gelman

Joseph Gelman exposes the notion of Marketing Effectiveness in times of recession, placing particular emphasis on Test and Learn. *Please note, this article is in Spanish. (La Gaceta de los Negocios, July 18, 2008)

Beware the Pitfalls of the Green Branding Push [PDF]
By Joseph Gelman

In this opinon piece, Joseph Gelman and Francisco Pinedo from Prophet's Madrid office, discuss the pitfalls of "green" branding in the car industry. (Expansión, April 29, 2008)

The Risks of Being "Green" [PDF]
By Joseph Gelman

In an interview with the financial daily La Gaceta de los Negocios, Joseph Gelman, Prophet partner and director of the company's office in Spain, talks about the challenges facing green brands. *Please note this interview is in Spanish. (La Gaceta de los Negocios, May 20, 2008)

The Connection Between Brand and Business Strategy [PDF]
By Joseph Gelman

This issue of Marketing y Ventas features a 6-page interview with Joseph Gelman.  In it, he discusses the notion of the empowered CMO, emotional branding, and challenges facing Spanish brands. *Please note, this article is in Spanish. (Marketing y Ventas, May 2008)

Relevance of branding and user experience in hotels and shopping centres [Podcast]
By Joseph Gelman

Joseph Gelman, Partner, talks to Intereconomía Radio about the relevance of branding and user experience in hotels and shopping centres. *Please note this interview is in Spanish. (Intereconomía Radio, April 2008)

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

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)