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Author Archive

Branding and China

Is China Ready To Build Global Brands?

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David Aaker thinks that it will be decades before Chinese companies are ready to develop strong brands capable of competing on the global stage. While I do not agree with his blanket assessment, I can personally vouch for one of the reasons he cites for his point of view. Unless senior managers at Chinese companies value the power of branding, then investment in brand and advertising will likely be wasted.

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Brand Differentiation

Is Your Brand Destined For Sameness?

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It is an indisputable fact that purchasing in product and service categories obeys the law of Double Jeopardy. This is – stated at its most simplistic – an empirical generalization that higher market share brands achieve stronger customer loyalty than lower market share brands in the same category. But the thing that always intrigues me is whether all brands obey the Double Jeopardy law to the same degree all of the time.

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Advertising

Brand Advertising And Memory

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One of the consistent findings from ad pre-testing and tracking research is that bits of ads go missing from people’s memories. A key reason for this finding is that our brains can’t deal with too many concepts at one time. I am not just speaking for myself, there is plenty of evidence that our conscious work space is limited, and things that don’t make it to our conscious attention, get forgotten.

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Brand Strategy

Brands Must Own A Meaningful Difference

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John Costello, president of global marketing and innovation for Dunkin’ Donuts, has not yet read my new book, The Meaningful Brand, but his comments at the Association of National Advertisers’ Masters of Marketing conference (ANA), as reported by Karl Greenberg in the Media Daily News, certainly makes it sound like he has.

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Brand Management

Grow Brand Meaning To Grow Financial Value

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Though times have changed, the foundational principles of good marketing have not.

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