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?Branding Bag? Brand Management Brand Positioning Branding Trends

The 10 New Rules of Branding

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1) Brands that influence culture sell more; culture is the new catalyst for growth.
Look at Google. They are changing the way we behave online. Nike is a brand that has become a part of all culture. If you get into that split screen, you become part of the lexicon of life.

2) A brand with no point of view has no point; full-flavor branding is in, vanilla is out.
Love or hate Fox News, you know where it stands on issues. And Ben & Jerry’s is more than just ice cream; it’s a company that stands for a cause. Younger consumers have grown up in a consumer world. They’re flexing their muscle, and they want their brands to stand for something.

3) Today’s consumer is leading from the front; this is the smartest generation to have ever walked the planet.
Today’s consumers are more discriminating and more experimental. They have very strong opinions on brands, and a lot of brands are getting consumers involved. Take Converse and the Converse Gallery, where consumers can make a 24-second film that will run on their site. It’s consumer-generated creativity and a natural savviness.

4) Customize wherever and whenever you can; customization is tomorrow’s killer whale.
The second advent of the Internet has consumers wanting something all their own. Consumers say, ‘I need something that is mine, not mass-produced for everybody.’ The best example is Apple’s iTunes Website. Instead of buying a CD, consumers are buying the tracks they want and putting them on their iPods. Look at Starbucks, which creates whatever beverage a consumer wants, and Nike, which allows you to design a shoe online.

5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
Apple and Coach found that the best way to give consumers a brand experience wasn’t just to sell product in store but to control the entire experience. This is why they build stores in major cities. Looking for the other brands to soon be involved in the ‘experience.’

Read More
?Branding Bag? Brand Management Brand Positioning Branding Trends

The 10 New Rules of Branding

By

1) Brands that influence culture sell more; culture is the new catalyst for growth.
Look at Google. They are changing the way we behave online. Nike is a brand that has become a part of all culture. If you get into that split screen, you become part of the lexicon of life.

2) A brand with no point of view has no point; full-flavor branding is in, vanilla is out.
Love or hate Fox News, you know where it stands on issues. And Ben & Jerry’s is more than just ice cream; it’s a company that stands for a cause. Younger consumers have grown up in a consumer world. They’re flexing their muscle, and they want their brands to stand for something.

3) Today’s consumer is leading from the front; this is the smartest generation to have ever walked the planet.
Today’s consumers are more discriminating and more experimental. They have very strong opinions on brands, and a lot of brands are getting consumers involved. Take Converse and the Converse Gallery, where consumers can make a 24-second film that will run on their site. It’s consumer-generated creativity and a natural savviness.

4) Customize wherever and whenever you can; customization is tomorrow’s killer whale.
The second advent of the Internet has consumers wanting something all their own. Consumers say, ‘I need something that is mine, not mass-produced for everybody.’ The best example is Apple’s iTunes Website. Instead of buying a CD, consumers are buying the tracks they want and putting them on their iPods. Look at Starbucks, which creates whatever beverage a consumer wants, and Nike, which allows you to design a shoe online.

5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
Apple and Coach found that the best way to give consumers a brand experience wasn’t just to sell product in store but to control the entire experience. This is why they build stores in major cities. Looking for the other brands to soon be involved in the ‘experience.’

Read More
?Branding Bag? Brand Management Brand Positioning Branding Trends

The 10 New Rules of Branding

By

1) Brands that influence culture sell more; culture is the new catalyst for growth.
Look at Google. They are changing the way we behave online. Nike is a brand that has become a part of all culture. If you get into that split screen, you become part of the lexicon of life.

2) A brand with no point of view has no point; full-flavor branding is in, vanilla is out.
Love or hate Fox News, you know where it stands on issues. And Ben & Jerry’s is more than just ice cream; it’s a company that stands for a cause. Younger consumers have grown up in a consumer world. They’re flexing their muscle, and they want their brands to stand for something.

3) Today’s consumer is leading from the front; this is the smartest generation to have ever walked the planet.
Today’s consumers are more discriminating and more experimental. They have very strong opinions on brands, and a lot of brands are getting consumers involved. Take Converse and the Converse Gallery, where consumers can make a 24-second film that will run on their site. It’s consumer-generated creativity and a natural savviness.

4) Customize wherever and whenever you can; customization is tomorrow’s killer whale.
The second advent of the Internet has consumers wanting something all their own. Consumers say, ‘I need something that is mine, not mass-produced for everybody.’ The best example is Apple’s iTunes Website. Instead of buying a CD, consumers are buying the tracks they want and putting them on their iPods. Look at Starbucks, which creates whatever beverage a consumer wants, and Nike, which allows you to design a shoe online.

5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
Apple and Coach found that the best way to give consumers a brand experience wasn’t just to sell product in store but to control the entire experience. This is why they build stores in major cities. Looking for the other brands to soon be involved in the ‘experience.’

Read More
?Branding Bag? Brand Management Brand Positioning Branding Trends

The 10 New Rules of Branding

By

1) Brands that influence culture sell more; culture is the new catalyst for growth.
Look at Google. They are changing the way we behave online. Nike is a brand that has become a part of all culture. If you get into that split screen, you become part of the lexicon of life.

2) A brand with no point of view has no point; full-flavor branding is in, vanilla is out.
Love or hate Fox News, you know where it stands on issues. And Ben & Jerry’s is more than just ice cream; it’s a company that stands for a cause. Younger consumers have grown up in a consumer world. They’re flexing their muscle, and they want their brands to stand for something.

3) Today’s consumer is leading from the front; this is the smartest generation to have ever walked the planet.
Today’s consumers are more discriminating and more experimental. They have very strong opinions on brands, and a lot of brands are getting consumers involved. Take Converse and the Converse Gallery, where consumers can make a 24-second film that will run on their site. It’s consumer-generated creativity and a natural savviness.

4) Customize wherever and whenever you can; customization is tomorrow’s killer whale.
The second advent of the Internet has consumers wanting something all their own. Consumers say, ‘I need something that is mine, not mass-produced for everybody.’ The best example is Apple’s iTunes Website. Instead of buying a CD, consumers are buying the tracks they want and putting them on their iPods. Look at Starbucks, which creates whatever beverage a consumer wants, and Nike, which allows you to design a shoe online.

5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
Apple and Coach found that the best way to give consumers a brand experience wasn’t just to sell product in store but to control the entire experience. This is why they build stores in major cities. Looking for the other brands to soon be involved in the ‘experience.’

Read More