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Author Archive

Brand Strategy

Putting Joy At The Center Of Brand Strategy

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Putting Joy At The Center Of Brand Strategy

If happiness is a state of being which at times can be vague, joy is an intense, fleeting emotion that we experience physically, in small moments. While the pursuit of happiness is a long-term endeavor, little moments of joy are easier to find and more accessible.

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Brand Management

How Brands Mirror Religion

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How Brands Mirror Religion 

Our belief in a higher power, and the search for guidance and pilgrimage are shifting from sacred to secular. Brands and their spokespersons now play the role of churches and preachers.

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Brand Management

How Brands Can Support The Pursuit Of Happiness

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How Brands Can Support The Pursuit Of Happiness

We’ve been pursuing happiness for 2,500 years. Philosophers, theologians, psychologists, economists, marketers, self-help gurus, Hollywood, Broadway, and just about everyone else has been trying to find out what makes happy people happy.

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Brand Marketing

Brand Marketing With Secrecy, Mystery And Myth

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Brand Marketing With Secrecy, Mystery And Myth

In marketing, secrets are released upon three dimensions: the tangible, the intangible, and the temporal.

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Brand Meaning

Brands Need Meaning To Revive, Expand Or Disrupt

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Brands Need Meaning To Revive, Expand Or Disrupt

Last month, we established that consumers do not care about (most) brands. Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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