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Author Archive

Brand Management

Building Brands On Customer Passions

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Building Brands On Customer Passions

In a fantastic piece called Meaning Powers a New Era of Brand Strategy, Dr. Martina Olbertova reminds us that, “Brands aren’t just vehicles of branding products, services and experiences. Their primary business is meaning exchange. The primary goal of a brand should be to help people maximize their inner potential and become more of themselves.”

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Recession Marketing

Leveraging Brand Culture To Combat Recessions

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Leveraging Brand Culture To Combat Recessions

Market volatility, tariffs, Brexit, upcoming elections in the US, and economic indicators point to the high likelihood of a recession impacting consumers and brands soon. Last week on Branding Strategy Insider, Corien Kershey offered six recession strategies for B2B brands.

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Brand Management

Leveraging The Unifying Power Of Brands

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Leveraging The Unifying Power Of Brands

During the golden age of social media, before privacy concerns became widely known, you’d often see slide decks about how people want to have conversations with brands.

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Brand Management

Subscription Models Expand Access To Your Brand

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Subscription Models Expand Access To Your Brand

It’s back to school season and just on time, Nike has rolled out the Nike Adventure Club for ‘Generation Alpha’ – for those ‘consumers’ aged 2-10. When you think about subscription services, you likely think about tech or tech-adjacent brands.

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Branding & Retail

Why The Future Of Retail Requires Imagination

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Why The Future Of Retail Requires Imagination

We’ve written about experiences being the latest frontier in retail: How brand activations through pop-ups like the Taco Bell hotel in Palm Springs or the Cheeto’s gourmet restaurant in New York offer memorable ways to extend the brand story; How Instagram-friendly destinations like the Museum of Ice Cream offer unique opportunities for brand partnerships; How China’s virtual showrooms bring back memories of childhood.

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