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Archive for October, 2009

Naming

When The Name You Want Is Taken

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You’ve just found out the name you want for your brand is owned by somebody else. So, the temptation is to say, “Let’s move on.”

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Branding Basics

Complex Language Weakening Brands

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“Call the law enforcement officers. We’re being robbed.”

Not a likely scenario. What the average person is much more apt to say is: “Call the cops. We’re being robbed.”

Unfortunately, marketing people are not average persons. Marketing people are much more likely to elevate their languages until, in some cases, they lose their meanings.

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Luxury Branding

The Anti-laws Of Luxury Marketing #15

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#15. Do not sell. This isn’t arrogance, not at all. The luxury strategy is the very opposite of the volume strategy.

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Branding Trends

Top Ten Integrated Marketing Trends For 2010

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1. Less will get done: until we learn to do more with less.

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Marketing

Marketing Is Not Communications

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A 5-page foldout magazine advertisement opened up with the following 39 attributes spread out over two pages: Renegade, fearless, unexpected, bold, true, spontaneous, curious, intriguing, unwavering, rare, brash, provocative, intuitive, genuine, daring, uncommon, irreverent, brazen, absolute, unusual, visionary, idyllic, proud, maverick, wild, undaunted, resolute, poetic, dynamic, soulful, unconventional, strong, romantic, authentic, brave, unorthodox, deft, radical, dreamer.

What brand could possibly combine all these wonderful attributes? Turn the page and get the answer: The 315-hp FX45. And who makes the renegade, fearless, unexpected, bold, true, etc. etc. FX45?

There in small type at the bottom of the next page is the answer. Infiniti, accelerating the future.

What’s wrong with this advertisement and thousands more just like it? It assumes that the primary function of advertising is to communicate. ‘Tell more, sell more’ was the old advertising adage.

The idea that advertising is a form of communications is deeply embedded in the corporate psyche. Many Advertising Departments are now calling themselves the Marketing Communications Department or ‘Marcom’ for short. Too bad. The name encourages advertising people to go in exactly the wrong direction.

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