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Author Archive

Marketing

Marketing Sense Versus Common Sense

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Marketing Sense Versus Common Sense

Each year, hundreds of graduate schools of business turn out thousands of marketing people. When they arrive on the scene, these newly minted marketers want to make their mark. 

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Line Extension

Brands Weaken Through Line Extension

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Brands Weaken Through Line Extension

In the last decade, we’ve had two wars (Iraq and Afghanistan), two automobile bankruptcies (General Motors and Chrysler) and two radically new social-media sites (Facebook and Twitter).

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Advertising

Strength In Length: The Long Slogan Advantage

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Strength In Length: The Long Slogan Advantage

After three years of operations and $29 million in losses, Federal Express gave up trying to compete head-to-head with air-cargo leader Emery Air Freight. Instead, it decided to focus the company on overnight service.

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Naming

Brand Naming: The Advantage Of Two

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Brand Naming: The Advantage Of Two

The one-day flap over the “Chevy” name should never have happened.

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Re-Branding

Comcast Makes Classic Marketing Mistake

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Comcast is in the process of rebranding some of its offerings to “Xfinity,” although the company name will remain Comcast.

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