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Archive for June, 2008

Brand Positioning

Complexity: Enemy Of Brand Positioning

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Complexity-Enemy Of Brand Positioning

Over the past five years I have observed some outrageously successful brand executions. But for the most part, I have watched large organizations wasting millions of euros/dollars on attempts to position their brands in ways that can never succeed. In this post, I will share one of the great brand positioning lessons I have learned; simplicity – or rather, the lack thereof.

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Brand Management

Target Marketing And Greater Profitability

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Target Marketing And Greater Profitability

When I talk to marketing managers, their market segmentation study is usually one of the greatest sources of professional satisfaction. But my next question usually brings the conversation to a standstill.

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Business to Business (B2B)

B2B Purchaser Motivations

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B2B Purchaser Motivations

The following purchaser motivations are usually present in B2B buying situations:

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Brand Positioning

Worthless Brand Values

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Quality a poor brand differentiator

Visit any Fortune 500 company and ask the first 10 employees you meet about their brand. Not one, barring the brand manager (if you are lucky), will have a clue what values or positioning they should be delivering to customers.

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Brand Extension

Tag Heuer’s Textbook Brand Extension

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Tag heuer brand extension

The rumours began in 2007, and ran rife throughout the annual Baselworld Watch Fair in April. This month we have official confirmation: Tag Heuer is about to launch a mobile phone.

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