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Author Archive

Disruptive Innovation

No Market Is Safe From Disruptive Innovation

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No Market Is Safe From Disruptive Innovation

Here on Branding Strategy Insider, Mark Di Somma outlined five essential strategies for brand growth. He noted challenger and national brands can grow extremely fast.

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Brand Innovation

Brand Innovation Creates Customer Concerns

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Brand Innovation Brings Customer Concerns

At the start of 2015, Edelman’s annual Trust Barometer revealed that the speed of innovation was greatly out of step with consumers’ ability to process the information. Even more poignant was a self-diagnostic of sorts for marketers in which consumers indicated they believed innovative products were being rushed into market without adequate testing and evaluation when in fact, many brands had met minimum standards required by local laws.

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Brands And Digital

Building Brand Connections In A Digital World

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building social brands through digital channels

When brands think of digital or social as “media” they err when they approach consumers as they do with other types of media. This is the wrong point of departure.

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Brand Management

Brand Transparency vs Brand Authenticity

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Whole Foods Brand Transparency

Last week, brand leaders from many industries gathered for The Blake Project’s annual Un-Conference at the Versace Mansion in Miami Beach. During a segment led by Mark Di Somma on Evolving Customer Engagement, one participant smartly reminded the group that transparency and authenticity are each unique.

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Brand Management

Brand Strength Is Found In Brand Meaning

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Building Meaningful Brands

Changes in what consumers value in the brand relationship are driven by a number of factors. The manner in which consumers (and we marketers) determine value is absolutely subjective and based on how we describe things to ourselves. A few key trends are evidence that when it comes to shared values, we see that like at Oahu’s famed Waikiki Beach, ‘many surfers ride a common wave.’

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