avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

Brand Building

Building brands requires huge levels of energy. They need to be promoted, they need to be maintained, they need to be serviced … just to keep them going. Learn the tools and techniques for building strong brands.

Brand Building

Building Brands With Character And Chemistry

By

Tinker Hatfield and Michael Jordan Brand

No review of the brand Jordan phenomenon would be complete without examining the extraordinary creative collaboration that Michael had with Nike’s premier designer and creative genius Tinker Hatfield. Tinker is the designer of many of Nike’s most popular and innovative shoe designs, including the Air Jordan 3 through Air Jordan 15, the twentieth anniversary Air Jordan XX, the final numbered Air Jordan, the XXIII, the 2010 (XXV) and other athletic sneakers including the world’s first “cross training” shoes, the Nike Air Max, the first visible air running shoe and the Nike Air Trainer. Hatfield currently oversees Nike’s Innovation Kitchen as VP for Design and Special Projects.

Read More
Brand Building

Brands And A New Law Of Market Physics

By

Market Physics

Chris Anderson once observed that every abundance creates a new scarcity – and vice versa. So if digital is the abundance, what’s the new scarcity? I think it’s analogue – and by that I mean the things that are hard to reproduce and share quickly.

Read More
Brand Building

Brand Building: Energy Versus Focus

By

Brands require huge levels of energy. They need to be promoted, they need to be maintained, they need to be serviced … just to keep them going. And that can lead some to believe that that is all they need. Surely, if you invest enough energy in this brand, it will succeed.

Read More
Brand Building

Brand Building With The Power Of Suggestion

By

We’re much more susceptible to the power of suggestion than many of us might like to think – at least that was my take-away from more reading from Time: this time on how brands use buying suggestions to entice us to buy more than we might otherwise.

Read More
Brand Building

Why Brands Are Loved

By

Recently, the research firm APCO Insight released its list of the top 100 most loved companies. Their study measured consumer attachment to brands based on eight emotions: understanding, approachability, relevance, admiration, curiosity, identification, empowerment and pride. There are some interesting results. Yahoo beat Google. Disney beat everyone (OK, maybe that’s not so much of a surprise) and Apple came in at ninth (which certainly would surprise many).

Read More