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Brand Differentiation

Brand Differentiation

9 Insights For Meaningful Brand Differentiation

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9 Insights For Meaningful Brand Differentiation

The pressure for brands to own unique value in the mind has never been greater for the simple reason; choice is the enemy of focus. A growing adversary, choice is the brand nemesis of our times.

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Brand Differentiation

Sameness Strategy Threatens Brands

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Sameness Equals Weakness For Brands

Our gut instinct as marketers is to go with what is working, because everything in the corporate rewards system is geared towards that: lack of risk appetite; the quest for short term results; even performance incentives. The irony for brands of course is that the more you embrace what works for others, the less likely those ideas are going to work for you.

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Brand Differentiation

Either A Brand Is Different Or It Is Dead

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Either A Brand Is Different Or It Is Dead

And after that gentle title, Simon Silvester launches into:

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Brand Differentiation

13 Ways To Differentiate Commodities

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13 Ways To Differentiate Commodities

An increasing number of brand managers indicate that their brands operate in commodity categories. I first began focusing on this area when I conducted a branding seminar in Dubai, United Arab Emirates, and was asked by several conference attendees who worked for different energy companies to help them think through how to differentiate their brands so that they could command a price premium.

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Brand Differentiation

Brand Trust And Its Role In Brand Differentiation

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LEGO Brand Strategy

Brand trust resides in different places in different markets. The location and nature of that trust should directly influence how you compete.

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