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Archive for November, 2007

University Branding

Rebranding A National University

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Rebranding A National University

Rensselaer Polytechnic Institute: Why not change the world?™

As Vice President of the Rensselaer Alumni Association (RAA) board and chairman of its national Alumni Admissions Committee I was a key participant in the endeavor to rebrand Rensselaer. Today I want to share the case study of that effort.

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Brand Extension

Brand Extension Disease

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Marketers are a fickle breed. Aside from the usual list of ailments that afflict the general population, we are also vulnerable to a number of conditions unique to us. The most pernicious of these is logos extendos rabidus or, to give it its more colloquial name –  brand extension disease.

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BrandQuotes Derrick Daye

BrandQuote – November 28

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"Safe advertising is the riskiest advertising you can do."

              – Bill Bernbach, Advertising Legend

Sponsored By: Brand Aid

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Brand Audit

Anatomy Of A Brand Audit

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A brand audit provides an analysis of an organization’s brand and its brand management and marketing effectiveness. It assesses a brand’s strengths, weaknesses, opportunities, and threats. It identifies brand growth opportunities including those achieved by brand repositioning and brand extension. The audit should result in recommendations to improve brand equity, brand positioning, and brand management and marketing effectiveness.

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Brand Management

Coca-Confusion

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This year Coca-Cola launched a rather strange campaign behind its Coca-Cola Zero product.

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