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Brand Management

While “brand management” and “marketing” are often treated as synonyms, there is an important distinction between the two terms. Brand management has, for many, been historically focused on identity management but is now much more concerned with the active management of the market value and competitive strength of a brand as an (intangible) company asset. Marketing focuses on the activities associated with the promotion and distribution of products and services.

Brand Management

Brands Get What They Deserve

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Brands Get What They Deserve

Every brand decision is a negotiation between what has worked to date and what is required to succeed going forward.

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Brand Management

Authenticity Governs Brands In A Post-Trust World

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If you read any self-help books on how to be productive, efficient and excel in the last 50 years there are always three main themes within such books. They go like this:

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Brand Management

Are Brands Built For Scale Headed For Extinction?

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Are Brands Built For Scale Headed For Extinction?

2016 has been a difficult year for many individuals and organizations. Political parties, once the pride of organizational design to define leadership in the world now mean less and less after several outlier personalities have begun to dictate a new narrative.

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Brand Management

5 Ways Brands Can Avoid Equity Hijacking

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5-ways-to-clarify-your-brands-viewpoints

It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse. This time it’s New Balance.

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Brand Management

3 Ways Brand Teams Can Drive Disruptive Growth

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3 Ways Brand Teams Can Drive Disruptive Growth

Recently Ryan Holiday, noted author, gave some interesting advice on why you should not start a podcast. I read it and disagreed with it at first because we as brands now all have tools to create and produce anything we want.

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