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Brand Management

Building Trust Capital For Business And Brands

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Building Trust Capital For Business And Brands

To succeed in today’s unpredictable brand-business environment, organizations must build Trust Capital. In general, most businesses focus on three forms of organizational wealth: Financial Capital, Intellectual Capital and Human Capital. However, there is a critical fourth component: Trust Capital.

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Brand Loyalty

4 Ways To Build Brand Loyalty In Uncertain Times

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4 Ways To Build Brand Loyalty In Uncertain Times

For brands, facing uncertainty makes planning difficult. However, there is one action that all of these brand-business companies must undertake now. In addition to winnowing product lines and focusing resources on agility, these organizations must devote serious time, effort and money to building brand loyalty. To continue their profitable growth post-pandemic, companies such as Kraft Heinz have to move their new and regular customers up the Loyalty Ladder. This will extend their profit trajectory into enduring profitable growth.

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Brand Strategy

Turnaround Strategy Begins At The Core

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Turnaround Strategy Begins At The Core

When a brand is in trouble, focus first on the core customer base. Love the customer you have before you focus on the customer you don’t have. When a brand is in trouble, re-energize, protect, and strengthen the core customer. It is the core customer that will profitably finance a turnaround and provide the platform for the future.

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Luxury Branding

The Difference Between Prestige And Luxury Brands

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The Difference Between Prestige And Luxury Brands

The American Express Centurion Card and its sibling The Platinum Card are prestigious, as are The Chase Sapphire Reserve and The J.P. Morgan Reserve Credit Card. These cards can buy luxuries. A Regal Cruise is luxurious with a wide range of luxury amenities. A Venicci Shadow 2-in-1 Stroller is a very prestigious perch for your infant. An Oscar is a prestigious award. But, what is prestige? What is luxury? These two concepts – prestige and luxury – are not the same. Yet, they tend to be used as synonyms. This is a marketing mistake.

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Brand Management

Building Brands On Conflicting Desires

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Building Brands On Conflicting Desires

The underlying driver of trends and consumer behaviors has been ongoing and strengthening tension between individuality and inclusion.

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