Rebranding Success: Inside Modern Marketing Tactics

Discussion with Gilli Sagiv

Gilli Sagiv, former Chief Marketing Officer (CMO) of Migdal Group and AIG, shares insights into the evolving marketing landscape shaped by AI, social media, and consumer expectations. He discusses how AI tools have revolutionized marketing by automating tasks and enabling strategic focus. Social media’s rise as a key distribution channel has shifted brands towards creating engaging, targeted content, while influencer partnerships build authenticity. Sagiv also highlights his experience rebranding a 90-year-old company, stressing the importance of aligning brand identity with market needs and fostering continuous learning in modern marketing strategies.

Adapting to a Changing Marketing Landscape

Sagiv has witnessed significant shifts in the marketing landscape, fundamentally altering how companies strategize and execute their marketing efforts. “Over the past few years, we experienced many changes that influenced our work and, in most cases, made it smarter and more accurate”, Sagiv explains. One of the most impactful changes has been the rise of artificial intelligence (AI) tools, which allow marketers to focus on strategic thinking while automating repetitive tasks. These AI-driven tools have revolutionized how campaigns are managed, enabling marketers to set parameters and let AI handle the details, such as optimizing bidding strategies, managing ad placements, and even predicting customer behavior based on historical data.

The efficiency brought by AI doesn’t just save time; it allows marketing teams to allocate resources more effectively, driving better results with less manual intervention. This shift has transformed the role of the marketer from execution-focused to strategy-driven, empowering them to make data-informed decisions that enhance overall performance. AI tools have made it possible to conduct real-time adjustments, test multiple scenarios, and scale successful strategies quickly – all of which contribute to more impactful marketing efforts in an increasingly competitive landscape.

Sagiv also highlights the evolving role of social media as a dominant force in marketing. “Social media went from a side channel, only for ‘youngsters,’ to becoming one of the main marketing and distribution channels for all ages”, Sagiv observes. Platforms like TikTok, Instagram, and LinkedIn are no longer just spaces for social interaction; they have become critical components of the marketing ecosystem. TikTok, in particular, has grown into a major search engine, especially among younger demographics, prompting brands to rethink their content strategies to include short-form, engaging videos that resonate with audiences.

The shift in social media dynamics means that brands must now create content that not only informs but entertains and engages, leveraging trends, challenges, and interactive elements to capture attention. The rise of user-generated content has also empowered consumers to become brand advocates, amplifying marketing messages organically. Social media’s algorithm-driven content distribution allows for highly targeted marketing, where brands can reach the right audience segments with personalized messages that drive higher engagement and conversion rates.

Influencers have also emerged as pivotal players in today’s marketing landscape. “People less believe ads or PR and turn to opinion leaders and “real people” to get advice”, Sagiv notes, reflecting a shift in consumer trust. As traditional advertising faces growing skepticism, influencers offer a more personal, authentic way to connect with audiences. This change has prompted brands to collaborate with influencers who align with their values, creating content that feels less like advertising and more like genuine recommendations. These partnerships not only build credibility but also help brands tap into new and engaged communities.

Beyond the rise of AI and social media, Sagiv points out a broader trend: consumers are becoming more educated and selective about the brands they engage with. The availability of information has empowered customers to do their research, read reviews, and seek out recommendations before making purchasing decisions. This growing skepticism towards traditional marketing tactics challenges brands to be more transparent, authentic, and aligned with their customers’ values.

Rebranding an ‘Old School’ Company: A Career-Defining Project

One of the standout moments in Sagiv’s career was leading the rebranding of a 90-year-old insurance company. Tasked with modernizing a brand identity that hadn’t been updated in over 30 years, Sagiv undertook a comprehensive project that involved redefining the company’s visual and communication style across all channels. “Their logo, slogan, marketing materials, and brand identity were 30 years old, inconsistent across various channels, and irrelevant, to say the least”, Sagiv recalls. This rebranding wasn’t just a facelift; it was a complete overhaul that involved extensive research and collaboration with various stakeholders.

The project began with a deep dive into market research, including surveys, focus groups, and interviews with customers, employees, and partners. This research phase was crucial in understanding the perception of the brand and identifying key areas for improvement. Sagiv worked closely with a leading branding agency to develop a new visual identity that would resonate with modern audiences while staying true to the company’s heritage. He also oversaw the transition to a new advertising agency and the selection of a brand ambassador who reflected the refreshed values of the company.

Throughout the six-month process, Sagiv engaged senior management and involved key employees to ensure that the new brand identity was embraced internally as well as externally. This holistic approach helped create a unified brand experience across all touchpoints, from digital platforms to customer service interactions. The rebranding culminated in the launch of a new logo, slogan, digital assets, and a revitalized communication language that positioned the company as forward-thinking and relevant.

“The rebranding process created a fresh and relevant brand, with higher awareness and preference levels, and higher customer satisfaction levels”, Sagiv explains. The impact was substantial: the company saw a marked increase in brand awareness, improved customer perception, and a stronger market position. This project underscored the importance of aligning a brand’s identity with the evolving expectations of its audience, demonstrating that even established companies must continuously adapt to stay competitive.

Building Marketing Strategies that Align with Brand Values

Sagiv’s approach to building effective marketing strategies involves a careful balance of aligning brand values with market demands. He emphasizes the need for continuous reassessment of brand values and market positioning through regular SWOT (strengths, weaknesses, opportunities, and threats) analyses. “Building a marketing strategy that aligns with brand values while addressing evolving market needs is a critical balancing act”, Sagiv notes. By regularly reviewing core brand values and ensuring they remain relevant to the target audience, Sagiv creates strategies that are both rooted in the brand’s identity and adaptable to market changes.

Market research plays a critical role in this process. Sagiv advocates for the use of ongoing market listening tools such as social media monitoring, customer surveys, and competitive analysis to stay informed about emerging trends and shifts in consumer behavior. This proactive approach allows him to anticipate changes and adapt marketing strategies before competitors, positioning his brand ahead of market disruptions.

A customer-centric approach is fundamental to Sagiv’s strategic planning. He emphasizes the importance of developing detailed buyer personas and using data analytics to gain insights into changing customer needs and preferences. “Develop and regularly update detailed buyer personas, use data analytics to understand changing customer needs and preferences”, Sagiv advises. By implementing Voice of Customer (VOC) programs, he gathers direct feedback from customers that informs strategic decisions, ensuring that marketing messages resonate and address real customer pain points.

Sagiv also highlights the importance of aligning brand purpose with evolving market needs. Identifying where brand values intersect with customer expectations allows him to craft messaging that not only promotes products but also reinforces the brand’s commitment to solving customer challenges. His strategies are designed to be flexible, incorporating agile marketing methodologies that enable rapid testing, iteration, and adaptation to short-term market changes.

Cross-functional collaboration is another cornerstone of Sagiv’s approach. Involving various departments – such as sales, product development, and customer service – ensures that marketing goals are aligned with overall business objectives, fostering a culture of shared responsibility for brand stewardship. This collaborative approach enhances the cohesiveness of marketing efforts and drives better business outcomes.

Creating Content that Resonates with Audiences

In an age where content is king, creating material that truly connects with audiences is one of the biggest challenges companies face. Sagiv emphasizes the importance of understanding the audience on a deeper level, beyond basic demographics. “Creating content that resonates with your audience is indeed a challenge many companies face”, he says. For Sagiv, effective content marketing starts with a focus on delivering value rather than pushing promotions. Content should educate, inform, and entertain, providing real benefits to the audience.

Sagiv advocates for improving storytelling capabilities, as storytelling is a powerful way to make content memorable and engaging. He suggests leveraging diverse formats, including videos, infographics, podcasts, and interactive content, to cater to different audience preferences. Planning ahead with a content calendar ensures consistency, while allowing room for creativity and responsiveness to current trends (RTM – Real Time Marketing). Collaborating with influencers and incorporating user-generated content can add an extra layer of authenticity to a brand’s messaging. Sagiv believes that this approach not only builds trust but also creates a sense of community around the brand. Personalizing the content experience is also crucial; by tailoring messages to individual customer journeys, brands can enhance engagement and build stronger connections.

Sagiv stresses the need to continuously analyze performance metrics, from engagement rates to conversion data, to understand what resonates and refine strategies accordingly. “And not less important – measure”, Sagiv adds, highlighting the importance of data-driven decision-making in optimizing content effectiveness.

The Power of Storytelling in Marketing

Storytelling plays a central role in Sagiv’s marketing philosophy, serving as a key differentiator in a crowded marketplace. “Storytelling is crucial in modern marketing”, Sagiv asserts. “It’s a powerful tool for creating emotional connections, building brand identity, and making complex ideas more relatable and memorable”. He believes that stories have the unique ability to evoke emotions, making brands more relatable and human. In a market where consumers are bombarded with information, storytelling allows brands to cut through the noise and connect on a deeper level.

For Sagiv, effective storytelling begins with a clear understanding of the brand’s narrative. Brands need to articulate their values and mission in a way that is consistent across all channels. Understanding the audience is equally important, as stories should be crafted to resonate with the audience’s experiences, aspirations, and emotions. Sagiv advises brands to make the customer the hero of the story, positioning the brand as the guide or tool that helps them overcome challenges. This approach not only makes the brand more relatable but also empowers customers by highlighting their role in the narrative.

Visual storytelling, which incorporates images, videos, and infographics, can significantly enhance the impact of a narrative. Visual elements bring stories to life, making them more engaging and easier to digest. Authenticity and transparency are also crucial – Sagiv warns against overly polished narratives that may come across as artificial or insincere. Instead, brands should focus on sharing genuine stories that reflect real experiences, even if they include setbacks or failures. Aligning stories with current events and social trends can also increase their relevance, allowing brands to connect with audiences on a deeper level.

Measuring Success Beyond Traditional Metrics

Measuring the success of a marketing campaign goes beyond traditional metrics like Return on Investment (ROI) or conversion rates. Sagiv believes that qualitative factors provide a different dimension to the measurement of a campaign’s impact. “While quantitative metrics are important, incorporating qualitative factors provides a more holistic view of a campaign’s impact”, he explains. Brand perception, social media sentiment, customer feedback, and brand recall are all essential indicators of how well a campaign resonates with the audience. Qualitative metrics offer insights into the emotional and psychological effects of marketing efforts, which are often overlooked by purely quantitative measures.

Sagiv recommends an integrated approach to measuring success, combining both qualitative and quantitative data to capture a comprehensive picture of a campaign’s performance. Pre- and post-campaign analyses help identify changes in brand perception, while ongoing monitoring allows for real-time adjustments. Benchmarking against industry standards provides context for performance metrics, helping brands understand how they measure up against competitors. “Use an integrated approach to effectively measure campaign success: set clear objectives, conduct pre- and post-campaign analysis, ongoing monitoring, benchmark against industry standards, iterate and learn”, he emphasizes.

Navigating the Challenges of Modern Marketing

In addition to these core strategies, Sagiv also addresses common pitfalls in modern marketing. One of the most frequent mistakes he observes is the lack of a clear target audience. Many companies attempt to appeal to everyone, diluting their message and failing to connect deeply with any specific group. “Trying to appeal to everyone is a common mistake”, Sagiv points out. “Develop detailed buyer personas and focus on specific segments.” Another common issue is inconsistent brand messaging. When a brand’s voice and values vary across different channels, it can confuse customers and weaken brand identity. To avoid this, Sagiv recommends developing a comprehensive brand guide that ensures consistency across all touchpoints.

He also highlights the importance of integrating marketing and sales efforts, as operating in silos can lead to misaligned goals and missed opportunities. “Align marketing and sales goals and implement collaborative processes”, he advises. Finally, Sagiv emphasizes embracing a culture of experimentation and learning. Marketing is an ever-evolving field, and what works today may not be effective tomorrow. By fostering a mindset of continuous learning, encouraging calculated risks, and being willing to pivot, when necessary, companies can stay agile and responsive in a rapidly changing digital environment.