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Author Archive

Brand Value & Pricing

How Brands Can Fight Customer Commoditization

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Commoditization Of The Customer

Maybe it’s not our products that are getting commoditized. Maybe it’s the customer. Consider this great quote about customer commoditization from the Harvard Business Review:

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Brand Architecture

The Strategy And Death Of The Scion Brand

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The Strategy And Death Of The Scion Brand

Scion, offshoot of Toyota and heir to the fortune, is dead. Sometimes criticized for its ugly appearance: “A car which can easily be mistaken for an abandoned fridge when parked,” it tried hard to be one of the cool kids. But, in the end, it didn’t make enough young friends, it cost its parents too much money, so they killed it.

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Brand Strategy

The Pros And Cons Of Ingredient Branding

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The Pros And Cons Of Ingredient Branding

Ever since the massive success of the Intel Inside initiative, the power and potential of ingredient branding has been well understood. As the name implies, ingredient branding means giving a component of a product its own brand identity. It can be a tantalizing proposition for those looking for new ways to differentiate.

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Brand Perceptions

How Brand Perceptions Are Formed In The Mind

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How Brand Perceptions Are Formed In The Mind

Some years ago, I hosted a blind tasting beer party where everyone voted for their favorite and least favorite beers from a collection of microbrews and mainstream brands. Although there was no clear winner, there was definitely an outright loser. 

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Brand Perceptions

Neglected Brands Face Costly Brand Perceptions

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2016 Chevrolet Malibu Brand Perceptions

Chevrolet has redesigned its 2016 Malibu and by most accounts the new model is significantly better than previous versions.

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