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Author Archive

Big Data

Brands Need Big Insights Not Big Data

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Brand Strategy Big Data

For over a decade now, UPS delivery trucks in the USA have avoided making left turns. Analysis of tracking system data found that eliminating left turns – which often left the vehicle idling at an intersection for significant periods of time – would save time and gasoline. This is exactly the sort of insight that allows a company to change things for the better, but it can be really tough to find no matter how much data is available to you. 

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Brand Purpose

4 Keys To Linking Customers And Brand Purpose

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Red Bull Brand Strategy

I honestly can’t remember how I came to see this video. It features Katy Woodrow-Hill, the head of planning at Dare, describing her top four tips on becoming a ‘doing’ brand. But I thought the ideas were well worth repeating here.

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Brand Value & Pricing

Commanding A Premium Price

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Samsung Apple Brand Strategy

In a recent post on iMedia Connection, Millward Brown Optimor’s Pandora Lycouri and Dmitri Seredenko conclude that Samsung can’t buy love. In “Can Samsung Buy Love?” they contend that simply outspending Apple is not going to overturn the strong emotional connection with users that Apple has earned through consistent innovation and iconic style. Maybe not, but it might help Samsung charge a price premium over other brands.

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Brand Strategy

Brand Building With A Better Offer

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My friend and colleague Erik du Plessis once observed to me that “survival of the fittest” was really a misnomer and that it should be “death of the least fit.”

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Branding and Social Media

Brand Value And Facebook Likes

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Aegis Media has conducted an interesting experiment to identify the value of the number of “likes” a brand has on Facebook. Its basic conclusion is that a high number of likes do help improve brand perceptions. But that raises a chicken and egg question. Where do the likes come from in the first place?

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