Building a Brand that Resonates on an Emotional Level

Research output: Chapter in Book/Report/Conference proceedingConference Contribution (Conference Proceeding)


Building brands that resonated at an emotional level was historically considered a marketing challenge. However, since the mass adoptions of the internet, building beloved brands has become a company building challenge. This is due to the interactive nature of the internet making a company's marketing efforts ever-more transparent. As such, great brands are now judged on what they do for customers, not what they say to their customers.

This session explores the role of innovation and entrepreneurship in building great companies/brands, within the UK Insurance Sector.

Original languageEnglish
Title of host publicationInsurance Innovators Summit 2019
Publication statusPublished - 14 Nov 2019


Dive into the research topics of 'Building a Brand that Resonates on an Emotional Level'. Together they form a unique fingerprint.

Cite this