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Author Archive

Building Emotional Connections

Identifying Emotional Benefits For Your Brand

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Identifying Emotional Benefits For Your Brand

To be truly effective at brand marketing we need to understand which concrete features and functional benefits of our brand (as well as the brand as a whole) evoke feelings most strongly and which do so without simultaneously creating emotional anti-benefits (aversive feelings).

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Building Emotional Connections

Brands Must Be Built On Emotional Benefits

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Brands Must Be Built On Emotional Benefits

Emotional and psychodynamic factors are long known to drive brand selection and loyalty. Even in today’s price-sensitive economy, the imagery attached to brands goes far beyond product attributes, functional benefits and price.

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Ideation and Creative Problem Solving

Brand Research: Generating Good Ideas From The Bad

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Brand Research: Generating Good Ideas From The Bad

Qualitative research is especially well suited to discovering something creative, such as a new name or positioning for a product. One focus group technique that helps uncover the best new ideas is, paradoxically, to ask respondents for bad ideas – the worst ones that come to mind.

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Brand Imagery

Identity Crisis – Brand vs. User?

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Identity Crisis - Brand vs. User?

Everyone knows there’s a critical difference between Brand imagery and User imagery.

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Brand Research

Brand Research And Neuro-Linguistic Programming

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Brand Research And Neuro-Linguistic Programming

Focus group participants are often inspired to articulate themselves more fully and accurately than they could have alone.

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