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Author Archive

Brand Management

Building Brands For A Commitment-Free Economy

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Building Brands For A Commitment-Free Economy

Mercedes canceled its subscription service, Mercedes Collection. The two-year old pilot offering fee-based access to 30 different models, insurance, roadside assistance and maintenance had about 100 participants. Mercedes Collection gave people a car-driving option other than a purchase or a lease.

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Brand Management

Brand Revitalization And Changing Customer Needs

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Brand Revitalization And Changing Customer Needs

Brand revitalization requires finding and satisfying a new, important customer need. Brand success requires being the best at something relevant and differentiated. It means never taking your eye off of changing customer needs.

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Private Label

Private Label Brands Are Not Commodities

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Private Label Brands Are Not Commodities

A private label brand is not the same as a commodity product. A recent trends report from Deloitte highlights a trend focused on the tension between commoditization and premiumization. Deloitte states, “To remain competitive, many retailers have shifted toward offering private labels…. While discount products (commodities) still represent the majority of private-label sales, the share of premium private labels continues to rise….”

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Brand Management

Building Eco-Conscious Brands

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Building Eco-conscious Brands

In 1966, a year before the Summer of Love and two years before the original Woodstock, two gurus of the macrobiotic lifestyle, followers of the great George Ohsawa, opened a health food store called Erewhon. Erewhon is meant the title to be understood as the word “nowhere” backward even though the letters “h” and “w” are transposed. It came from the Samuel Butler book about a utopia. One of the fictional Erewhon’s tenets was that everyone was responsible for their own health and wellbeing.

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Brand Management

4 Timely Rules For Hotel Brand Strategy

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4 Timely Rules For Hotel Brand Strategy

Hotels have experienced significant losses due to coronavirus. But, there are signs of recovery. A report on the travel industry generated by McKinsey & Co., the global consultancy, covers airlines, hotels, vacation rentals, tours and activities, online travel agencies (OTAs), car rentals, and ridesharing and cruises. According to this reportthere are “… signs of latent demand for travel: Customers are interested and willing to travel again when they are allowed to do so, even before a vaccine is available at scale.”

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