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Author Archive

Brand Marketing

Can Brand Value Overpower Fear-Based Marketing?

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Can Brand Value Overpower Fear-Based Marketing?

Last year, we featured a piece on Branding Strategy Insider called FEAR: The Ultimate Brand Builder? In which we explored the ways fear and scarcity are used to motivate and persuade consumers to take action, and ideas to harness such a powerful motivation without having to rely on it.

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Brand Management

All Brands Are Personal

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All Brands Are Personal

Just a few decades ago, the business world believed that as much as 95% of a company’s value consisted of tangible assets. Fast-forward to today, a company’s value may be more than 75% intangible.

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Branding and Social Media

New Social Platforms Signal Brand Opportunity

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New Social Platforms Signal Brand Opportunity

When an app looks like it’s becoming a platform, it’s important for brands to take notice.

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Brand Management

The Convergence Of B2B And B2C Brand Marketing

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The Convergence Of B2B And B2C Brand Marketing

Many years ago, Disney released a film called “Freaky Friday” in which a mother and her daughter end up switching bodies. In the last few years, I’ve noticed a similar trend happening in how B2B and B2C brands approach their marketing.

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Brand Management

Brands: Society’s Change Agent

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Brands: Society's Change Agent

Last week, I offered some examples of how brands are building personal relationships, going way beyond their traditional business interests to advocate for societal change.

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