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Author Archive

Brand Marketing

The Definition Of A Product Remains Elusive

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The Definition Of A Product Remains Elusive

We might argue as to the merits of the 4Ps of marketing, but do we even agree on what the Ps stand for?

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Brand Storytelling

Brands Are Not Stories

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Brands Are Not Stories

It has become popular to talk about brand in terms of a story. Let’s be as clear as possible with this, a brand is not a story. If it is then it’s created using William Burroughs ‘Cut Up Method’.

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Brand Positioning

Are Brand Positions Fixed Or Flexible?

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Are Brand Positions Fixed Or Flexible?

It is increasingly accepted that a brand is not only the elements such as the logo, website, product, etc, but is also the values, beliefs, mission, purpose, behavior, principles. Using this definition of brand we might rethink how we consider a brand.

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Brand Innovation

The Genesis Of Desired Brands

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The Genesis Of Desired Brands

In an interview with Sir Jonathan Ive, Apple’s former Chief Design Officer, he mentioned that Apple didn’t do consumer focus groups, market research, etc, explaining that Apple knew the future possibilities better than their consumers. This led me on to think about the famous quote from Henry Ford, “If I had asked people what they wanted, they would have said faster horses.”

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Brands And Digital

E-Commerce: From Transaction To Experience

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eCommerce: From Transaction To Experience

Online shopping is generally a solitary activity – more about the purchase result than the experience. But is that all about to change?

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