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Brand Insistence

The ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence. Our brand insistence model incorporates five elements that drive a consumer to insist upon a particular brand to meet his or her needs – brand awareness, accessibility, value, relevant differentiation, and emotional connection.

Brand Insistence

Brand Strategy: Creating A Brand Advantage

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Sometimes when I am faced with a problem, I can only see it from one viewpoint. The result is that I get stuck and can’t figure out how to solve the problem.

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Brand Insistence

Brand Insistence: Where There Are No Substitutes

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Brand Strategy Brand Insistence Apple Coca-Cola Starbucks

There’s a coveted place beyond brand preference. It’s called brand insistence. You’re there when your brand is perceived to be the only viable solution for the customer’s need. Put another way, the customer does not pursue substitutes if the brand is not available. The brand has established a consideration set of one.

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Brand Insistence

5 Drivers Of Brand Insistence

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Brand Equity Measurement

We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence.

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Brand Insistence

Brands And The Ladder Of Life

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Brands And The Ladder Of Life

One of the typical questions marketing people ask themselves is, What’s the lifetime value of a customer?

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Brand Insistence

Beyond Brand Preference

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Brand Preference

There’s a coveted place beyond brand preference. It’s called brand insistence. You’re there when your brand is perceived to be the only viable solution for the customer’s need. Put another way, the customer does not pursue substitutes if the brand is not available. The brand has established a consideration set of one.

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