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Derrick Daye
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Brand Innovation

When thinking about product and brand innovation – what seems to elude many executive leaders is that people do not buy products, they buy into meanings.

Brand Innovation

Strategic Thinking Is Convergent And Divergent

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Strategic Thinking Is Convergent And Divergent

Can you be both logical and creative when looking at how to solve a problem? I think yes. In fact, I say it is critical to the role of a strategist in a marketing agency.

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Brand Innovation

Using Jobs To Be Done For Market Segmentation

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Using Jobs To Be Done For Market Segmentation

Jobs to be Done is a hot concept. Companies as wide ranging as twitter, Nestlé, Clorox, and Cisco have been using the theory to double down on customer-centricity. Given that I co-authored one of leading books on the topic, this development is good news. However, I’m dismayed to see how people struggle with using the framework for market segmentation. They tend to over-simplistically bifurcate markets, define segments around jobs that are actually universally important, or frame the analysis from the wrong starting places (e.g., what people are buying today). There is a much better way.

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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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Brand Innovation

Six Keys To Activating The Jobs-To-Be-Done Theory

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Six Keys To Activating The Jobs-To-Be-Done Theory

Nine of the ten most valuable companies in America can trace their greatness to reconceiving a market’s boundaries. From ExxonMobil to Apple to Wal-Mart, these firms expanded markets that others saw as static. How can companies in today’s economy – seemingly hemmed in on all sides by hyper-competitive markets – break into new ground?

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Brand Innovation

Identifying And Solving For Customer Pain Points

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Identifying And Solving For Customer Pain Points

Although customers may be reluctant to part with certain current approaches, they are consistently looking to alleviate pain points. Pain points are problems that inhibit a customer’s ability to get a job done. They are things that customers find inefficient, tedious, boring, or frustrating.

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