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Author Archive

Brand Management

Managing Brand Saliency And Perceived Value

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Managing Brand Saliency And Perceived Value

The rules of perceived value are changing amidst COVID-19. The pandemic has brought to light new drivers of perceived value, threats to named brands, and ways to protect and grow your brand through this crisis and beyond.

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Brand Management

6 Ways To Use Nostalgia In Marketing

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How To Implement Nostalgia In Marketing

While nostalgia marketing isn’t new, it is particularly relevant today at a time when people feel increasingly lonely on one hand and distrust brands and corporations on the other.

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Brand Management

National Geographic: From Reverence To Relevance

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National Geographic: From Reverence To Relevance

Recently I spoke with Tammy Abraham, Vice President, Corporate Partnerships for National Geographic, who provided extensive insight into the National Geographic Brand. Tammy reveals NatGeo took an enormous leap from reverence to relevance over the last ten years, evolving from a magazine to a multi-channel publisher.

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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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