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Author Archive

Brand Loyalty

How The Element Of Surprise Impacts Brand Loyalty

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How The Element Of Surprise Impacts Brand Loyalty

Since organized brands were first introduced over 100 years ago alongside industrialism, they have changed their nature and role in society. Brands have become ‘relation brands’ – brands that have a greater effect on people than the functional, product-oriented delivery of tangible, predictable benefits and features.

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Brand Perceptions

Brand Perception Management

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Brand Perception Management

During all the years of my practice, by far the best definition of branding I have used is ‘managing perceptions in people’s minds’. It tells us where the effect of branding takes place – in people’s minds – and it tells us what that effect is – managing perceptions.

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Brand Management

Reframing Brand Problems For A Bigger Future

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Reframing Brand Problems For A Bigger Future

When Steve Jobs met Robert Friedland in 1972, Robert was the spiritual seeking proprietor of an apple farm commune. He introduced Steve Jobs to a principle called the ‘reality distortion field’.

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Customer Experience

Scripting The Brand Experience

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Scripting The Brand Experience

The inspiration for what I call the ‘brand experience script’ takes the structure of a screenplay. In this I have been inspired by Syd Field, author of The Screenwriter’s Workbook and an authority in Hollywood and beyond. The structure he outlines in his book is present in almost every movie produced all over the world.

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Brand Management

How Instant Rewards Create Brand Advantages

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How Instant Rewards Create Brand Advantages

Founded in 2007 by MIT students Drew Houston and Arash Ferdowsi, Dropbox did no advertising at all. By relying only on existing customers to attract new ones, Dropbox still succeeded in becoming one of the leading cloud storage providers.

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