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Author Archive

Brand Marketing

How Brands Can Avoid Overpaying For Media

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How Brands Can Avoid Overpaying For Media

The winner’s curse, a finding based on economic theory, should concern brands.

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Brand Messaging

The Power Of Localizing Your Brand Message

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The Power Of Localizing Your Brand Message

It’s Friday afternoon, you work in advertising, so you’re enjoying a lukewarm pint in your crowded local pub. Oblivious to the background chatter, you listen to your colleague’s latest preposterous anecdote. Then your ears perk up: faintly from across the room, you’re sure you heard your name.

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Customer Insight

Solving Brand Problems With Behavioral Science

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Solving Brand Problems With Behavioral Science

One of the appealing aspects of behavioral science is that rather than being a single, over-arching theory, it’s a broad collection of biases.

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Customer Insight

Converting False Customer Claims To Brand Insight

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Converting False Customer Claims To Brand Insight 

David Ogilvy famously said, “The trouble with market research is that people don’t think how they feel, they don’t say what they think and they don’t do what they say.” This skepticism towards claimed data is shared by most social psychologists.

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Brand Marketing

3 Mistakes Brands Make About Human Behavior

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3 Mistakes Brands Make About Human Behavior

Our role as marketers is simple. Persuade customers to pay more, switch to our brand or purchase more frequently. It all comes down to behavior change.

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