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Archive for December, 2012

Brand Strategy

The Trinity Of Brand Strategy

By

David Aaker Brand Strategy Brand Consulting

In the business of marketing, words matter. Sadly, marketers disagree over basic branding terminology. Through overuse, the terms ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’ lack precise definition. The confusion makes strategic thinking about brands more difficult and undermines marketers’ credibility. If marketers can’t agree on basic terms and frameworks, how serious can the business of brand strategy be?

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Marketing Books

Recommended Books For Brand Marketers — 2012

By

Brand Marketing Books

In a word, 2012 has been about data, in particular, getting data right.

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Brand Management

Weakness In The Apple Brand?

By

Brand Strategy Apple Groupon

People who work in brand admire Apple for very good reasons. An iconic brand that delivers revolutionary, beautifully designed and incredibly profitable products.

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Advertising

David Ogilvy On Good Writing

By

David Ogilvy

On September 7th, 1982, David Ogilvy sent the following internal to all agency employees, titled “How to Write”:

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Brand Positioning

Brand Positioning For Professional Services Brands

By

Brand Positioning For Professional Services Brands

Unlike product brands that you can pick off the shelf or take for a test-drive, most professional services organizations sell an intangible. The product cannot be fully “experienced” until it’s purchased. That intangible is usually a promise to produce a desired future outcome that improves the condition of the customer.

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