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Brand Leadership

The Perils Of Not Articulating A Clear Vision

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The Perils Of Not Articulating A Clear Vision

It just took three years before Ford’s CEO Jim Hackett retired. In May 2017, Ford hired him to be CEO. Mr. Hackett had been CEO of Steelcase, the office furniture company. While at Steelcase, he joined Ford’s Board of Directors and oversaw Ford’s Smart Mobility unit. When Ford was starting to slide, Bill Ford, executive chairman and family scion, picked Mr. Hackett to take over as CEO from Mark Fields.

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Customer Experience

Brands Must Counter Disconnection And Distance

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Brands Must Counter Disconnection And Distance

The mantra for brands is “be experiential.” Brands are focused on creating enveloping, engaging, embracing, and all-encompassing total brand experiences for customers.

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Brand Management

How Sustainability Results In Competitive Advantage

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How Sustainability Results In Competitive Advantage

Last October, Procter & Gamble shareholders, owner of such megabrands as Tide, Bounty, Crest, Pampers, Olay, Gillette, and Downy, approved a proposal to publish a report on what is being done to address deforestation. The Board of Directors had advised against approving the proposal. P&G uses a lot of forests. There is the Bounty brand (paper towels and napkins), the Puffs brand (facial tissues), the Pampers and Luvs brands (baby diapers), Always and Tampax brands (feminine care), and the Charmin brand (toilet paper and wipes). But, the Board underestimated the power of environmentalism among its shareholders.

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Luxury Branding

Amazon’s Impact On Luxury Strategy

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In 2017, the European Court of Justice (ECJ) announced that Coty, the U.S. beauty group, did not break any laws of competition when it forbade a German distributor from selling Coty products on Amazon.de, the German Amazon site. In Europe, luxury products are able to limit sales of their products to only those “stores that maintain their luxury image,” Financial Times reported. The ECJ calls this “selective distribution.”

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Brand Extension

How Brand Extensions Strengthen Brands

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How Brand Extensions Strengthen Brands

During a pandemic might not seem to be a good time to create a brand extension. However, creating a brand extension in uncertain times is a smart move. Some say that brand extensions weaken brands. This is wrong. Well-managed brand extensions strengthen brands.

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