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Author Archive

Brand Management

From Friction To Empathy: A New Branding Model

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From Friction To Empathy: A New Branding Model

Traditional advertising is based on a reach and frequency model, which focuses on how many people brands reach and how frequently they can reach them.

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Brand Management

Modern Marketing Is Data Exchange

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Modern Marketing Is Data Exchange

Modern marketing is simply a data exchange.

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Brand Management

Brands Also Have A Hierarchy Of Needs

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Brands Also Have A Hierarchy Of Needs

When he was trying to understand human nature, The psychologist Abraham Maslow came up with his famed hierarchy of needs.

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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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