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Author Archive

Brand Building

Brands Move To Create Value Beyond Core Purpose

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Oscar Yuan, at Millward Brown Optimor, has written a really interesting Point of View about innovations in marketing.

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Branding and China

How Copycats Leverage Brand Equity In China

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I suspect that everyone knows that copying is big business in China. Copying can range from specific products to entire stores (as in the case of Apple). But it took a visit to Qingdao to remind me that sometimes all you need is to leverage an existing brand’s equity to make money. You can just take a well-known brand name and stick it on your own product and package.

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Brand Management

Has Your Brand Fallen Into A Meaning Trap?

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I recently came across this McKinsey Quarterly paper by Harvard Business School professor, Teresa Amabile, and co-author, Steven Kramer. The paper proposes four traps by which senior management can accidentally undermine the motivation of their staff. And it makes me wonder if those same traps can undermine a consumer’s allegiance to a brand.

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Brand Research

Triggering Brand Impressions And The Mind

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For some time now I have been exploring the role of meaning in marketing. I think being perceived as meaningfully different is the origin of a brand being able to command a price premium.

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Brand Research

Attacking Market Research

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Neuroscientists, designers and authors all seem agreed on one thing: market research is pretty much useless. They all agree that new insights are required but, unfortunately for their credibility, they all offer a different means to that end. But why has market research become such a popular whipping boy?

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