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Brand Strategy

By definition brand strategy begins with the notion that you can differentiate a commodity. From there brand strategy manifests as a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive context.

Brand Strategy

Building Brands On Inconsistency And Change

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Building Brands On Inconsistency

Fashion is characterized by both flocking behavior and a desire for differentiation. Consumers want to belong to a group, while at the same time asserting their individuality, both as a person and through their style.

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Brand Strategy

All Brands Are Boundless

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All Brands Are Boundless

In Nike founder Phil Knight’s book “Shoe Dog” he focuses on the deals. Factory deals, sponsorship deals, celebrity deals. It’s all about connecting superstars to superschtick. He never once talks about the cultural relevance of Nike advertising or the “Just do it” line ripped from a Clint Eastwood movie.

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Brand Strategy

How Conventional Strategies Enable Failure

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Battle of Somme Strategy

From July 1st to November 18th 1916 raged one of the bloodiest battles in human history resulting in the deaths and injuries of over one million men. Around five miles of enemy territory was gained at a shameful cost.

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Brand Strategy

Personalization Strategy: Past, Present And Future

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Personalization Strategy: Past, Present And Future

“The future of marketing is bespoke everything,” wrote Amanda Mull in the Atlantic. The start-up Prose ships personalized hair-care prod­ucts made to order to customers who fill out a survey beforehand, while Care/of sells personalized nutritional supplements and Curology offers personalized skin-care concoctions.

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Brand Strategy

Turnaround Strategy Begins At The Core

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Turnaround Strategy Begins At The Core

When a brand is in trouble, focus first on the core customer base. Love the customer you have before you focus on the customer you don’t have. When a brand is in trouble, re-energize, protect, and strengthen the core customer. It is the core customer that will profitably finance a turnaround and provide the platform for the future.

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