avatar_48x48
Contact BSI
Derrick Daye
813.842.2260 Email us

Author Archive

Branding and China

Achieving Brand Success In Developing Markets

By

Achieving Brand Success In Developing Markets

Almost 20 years ago, I first set foot in developing China, and into the early boom years of that country’s remarkable transformation. As the first Marketing Director for Procter & Gamble China, over the next 3 years I saw the incredible vibrancy, growth and opportunity of a developing market firsthand.

Read More
Customer Insight

Targeting Consumers: A New Perspective

By

Targeting Consumers: A New Perspective

Direct marketers have long known something that brand marketers haven’t: responsiveness counts. And not much else.

Read More
Advertising

Slicing Advertising Spending Myths

By

Slicing Advertising Spending Myths

Marketing is a complex blend of art and science, and if you talk with anyone in the profession today, they’ll tell you it’s only getting more so. Audience fragmentation, new media form factors, the rise of social media, etc. is making life more complex, not simpler for CMO’s.

Read More
Brand Equity

Questioning Brand Equity Measurement

By

Questioning Brand Equity Measurement

I recently came across an interesting Q&A with Professor Byron Sharp (pictured above) from the Ehrenberg-Bass Institute for Marketing Science. Byron was commenting on the validity, or lack thereof, of various brand equity measurement approaches: 

Read More
Brand Management

Brand Salience: Why It’s Important For Your Brand

By

Brand Salience: Why It's Important For Your Brand

Brand Salience — What is It?

Read More