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Author Archive

Brand Management

Brands Get What They Deserve

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Brands Get What They Deserve

Every brand decision is a negotiation between what has worked to date and what is required to succeed going forward.

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Brand Strategy

15 Ways Brands Can Deliver More Value

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15 Ways Brands Can Deliver More Value

We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.

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Brand Management

5 Ways Brands Can Avoid Equity Hijacking

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5-ways-to-clarify-your-brands-viewpoints

It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse. This time it’s New Balance.

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Brand Promise

7 Ways Brands Break Their Promises

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7 Ways Brands Break Their Promises

Some time back, I looked at what it took to get a brand promise right. Today, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?

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Brand Growth

Three Reasons Not To Diversify Your Brand

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Three Reasons Not To Diversify Your Brand

There are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.

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