avatar_48x48
Contact BSI
Derrick Daye
813.842.2260 Email us

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

Brand Strategies For Relevant Differentiation

By

Brand Strategies For Relevant Differentiation

If properly designed, brands will promise relevant differentiated benefits to their target customers.

Carefully choosing the most powerful benefits will not only result in brand preference, but brand insistence. That is, the brand will be perceived to be the only viable solution for the customer’s need. Put another way, the customer will not pursue substitutes if the brand is not available. The brand establishes a consideration set of one.

Read More
Brand Strategy

Brands Now Thrive As Platforms Not Products

By

Brands Now Thrive As Platforms Not Products

It is no longer enough simply to have a product or service — that’s just game stakes — you have to have a YouTube (or other video) presence, pop-in store, TV show, video game, music downloads, memes, print content (book, zine, oversize, lookbook, catalog), a festival, Virtual Reality, an airplane — in addition to the website or APP, the outdoor, Influencers (if you have them), conferences, tshirts, posters, water bottles, CRM, social content and other effluvia.

Read More
Brand Strategy

Brand Relevance: The Strategy Behind “i’m lovin’ it”

By

Brand Relevance- The Strategy Behind McDonald's “i’m lovin’ it”

As the Global CMO of McDonald’s from 2002 to 2005 I had to find a way to get our brand back to relevance. This is the strategy that got us there.

Read More
Brand Strategy

Brand Strategy And Future Outcomes

By

Brand Strategy And Future Outcomes

Brand strategists think about the future because it’s their job to figure out what their organization ought to be doing today that will most likely result in achieving desired business goals (sales, margin and profit) and brand positioning goals tomorrow.

Read More
Brand Strategy

When Brands Need To Pivot

By

When Brands Need To Pivot

Positive, innovative and new experiences form one of two aspects that makes surprise important to the brands that have become successful in this new digital era.

Read More