Contact BSI
Derrick Daye
888.706.5489 Email us

Archive for November, 2006

Brand Protection

Branding And Trade Secrets


Trade secrets are an often overlooked form of brand protection.  Trade secrets are simply information, techniques, procedures, codes, patterns, plans, processes, formula, prototypes, etc., that are developed confidentially and that are kept confidential.

Read More
Brad VanAuken Brand Management Common Brand Problems

Overcoming Common Brand Problems – 12


We are exploring the 40 Most Common Brand Problems. Number 12 in our countdown centers on creating brands for the wrong reasons…

Common Brand Problem Number 12: Creating brands or sub-brands for internal or trade reasons, rather than to address distinct consumer needs

Analysis: There is nothing more inefficient or wasteful than creating a new brand or sub-brand for a purpose other than meeting a different consumer need. Brands and sub-brands should exist to address different consumers and consumer-need segments. It is expensive to launch a new brand (and very expensive to maintain multiple brands that meet similar consumer needs; it also adds unnecessary complexity to your organization). Worst of all, it dilutes the position of your original brand.

Key Point: This problem often results from organizational structure. People leading business units that deliver specific products or services create a name and identity to put on business cards and to rally their employees around, whether the products or services are similar to products or services other divisions create or not. (This has resulted in the following printer lines for HP: DeskJet, OfficeJet, OfficeJet Pro, LaserJet, DesignJet, DeskWriter and PhotoSmart—while the consumer is likely to think of them all as HP printers.)

Sometimes, companies create separate brands or sub-brands for trade reasons – for instance, to offer something different to specialty stores versus mass channels of distribution. (Hallmark created the Expressions From Hallmark brand for mass channel stores while specialty stores continued to carry the Hallmark brand. These two brands don’t meet different consumer needs and it’s not clear consumers perceive differences between the two.)

This problem can also result from mergers and acquisitions in which the brands are neither rationalized nor strategically managed after the enterprises are combined.

Sponsored By: The Brand Positioning Workshop

Read More
?Branding Bag? Brad VanAuken Opinion

Increasing Anti-American Sentiment And US Brands

Countries' associations can often help or hinder brands that originate in those countries. Country associations are complex and vary by people in different parts of the world. Often countries are associated with specific product categories, values, lifestyles and personalities. For instance, France is associated with fashions and perfumes. A report by BMP DDB Needham in London indicates that the UK is perceived to be conventional and stuffy. Switzerland is known for its precision watches. Russia is associated with Vodka. The US has been admired for its individualism and entrepreneurial attitude. Japan is associated with compact electronics. It is also known for its homogeneous culture. Germany is associated with quality automobiles and beer.

Think about what you associate with specific countries and how that might effect your purchase of certain types of brands associated with those countries. In general, would you rather buy a Japanese, German or American car? Would you rather eat at a French, UK or Italian branded restaurant? Would you rather buy a Swiss, Romanian or Brazilian watch? Which countries of origin will enhance brands in these categories: olive oil, shoes, jeans, universities, spas, pasta, skis, adventure travel? From which countries would you not buy bottled water? Why?

Increasingly, American brands are feeling the effects of the US's increased association with imperialism and militarism. This is occurring through demonstrations, petition drives and boycotts throughout much of the world. Non-US brands are also contributing to and leveraging this situation. For instance, the Qibla Cola Company in Derby, England is selling its product as the Muslim alternative to Coca-Cola or Pepsi-Cola, using the tag line, “Liberate your taste.”

Read More
Brand Positioning

Attention Auto Dealers: Change The Voice In Your Head


Brand Strategy For Auto Dealers

10 things an auto dealer can do to change world opinion and increase sales.

Read More

Brand Quote


"Advertising is a tax for having an unremarkable product."

Robert Stephens, Founder and "Chief Inspector" of the Geek Squad

Sponsored By: Brand Aid


Read More