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Author Archive

Brand Strategy

Integrating Brand Strategy And Positive Psychology

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Integrating Brand Strategy And Positive Psychology

Barbara Frederickson is a leading researcher in the field of social psychology and positive psychology. That is, she studies love and other positive emotions such as joy, inspiration, and pride, through the lens of social science, rooted in research studies, hypothesis, and data.

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Brand Management

Experience And Influence: The New Status Symbols

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Experience And Influence: The New Status Symbols

How we earn status has evolved from owning things to living unique experiences. In 1988, Professor Belk argued that our self was “extended” by our possessions.

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Brand Management

The Advantage Of Harnessing Consumer Creativity

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The Advantage Of Harnessing Consumer Creativity

Watching TV or spending a week on a sandy beach is relaxing, but not fulfilling. Neither experience is involving, nor will we feel entertained and relaxed for any longer than a few hours, if not minutes after it ends. We find fulfillment in creating and discovering new art, which is no longer the exclusivity of elitist galleries catering to a few well-heeled, overly-educated, individuals. Indeed, art has become more accessible and is now omnipresent in our daily life and through social media. Here in lies an opportunity for brands.

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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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