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Author Archive

Brand Management

How Flaws Make A Brand More Appealing

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How Flaws Make A Brand More Appealing

Your main task this afternoon is to interview the last two candidates for the position of manager on your team.

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Brand Purpose

Why Brand Purpose Is Wishful Thinking

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Why Brand Purpose Is Wishful Thinking

The idea that what we perceive is not an objective reflection of the physical world stretches back to the 1940s and the New Look school of psychology.

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Brand Management

How Behavioral Science Powers Brand Choice

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How Behavioral Science Powers Brand Choice

Behavioral science is currently one of the hottest topics in marketing. This attention isn’t undeserved; if anything, we should devote more of our time and energy to the subject.

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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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