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Author Archive

Brand Research

Brand Insights From The Deepest Level Of The Mind

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Brand Insights From The Deepest Level Of The Mind

In 2005 Malcolm Gladwell’s best-selling book “blink” brought into focus the idea that the nonconscious level of the mind is tremendously important in determining how people think, feel and behave.

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Brand Management

Building Brands With A Two-Way Conversation

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Building Brands With A Two-Way Conversation

In 1975, a researcher named Steven Sasson, working in a lab at Eastman Kodak, built the first digital camera. It was a clunky machine, but Sasson’s vision was clear. He saw the potential: in fifteen to twenty years, he told executives, the technology would be ready to compete against film.

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Brand Values Alignment

How Brand Values Engage The Consumer Brain

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How Brand Values Engage The Consumer Brain

There are brands that consumers trust and there are brands that consumers love.

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Brand Management

Keys To Building Admired Brands

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Keys To Building Admired Brands

The more your brand enables, entices, and enriches customers, evoking their positive emotions and building their trust, love, and respect, the more highly admired it will be.

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Brand Management

Why Strong Brands Are Emotional Not Transactional

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Why Strong Brands Are Emotional Not Transactional

Transactional brands offer the right product at the right price at the right time. They launch ad campaigns that capture the audience’s attention. People pay a fair price, they are not particularly loyal, and the relationship is completely rational.

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