avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

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

How Brands Can Support The Pursuit Of Happiness

By

How Brands Can Support The Pursuit Of Happiness

We’ve been pursuing happiness for 2,500 years. Philosophers, theologians, psychologists, economists, marketers, self-help gurus, Hollywood, Broadway, and just about everyone else has been trying to find out what makes happy people happy.

Read More
Brand Management

Solving Brand Challenges With The Paradox Process

By

Solving Brand Challenges With The Paradox Process

The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges.

Read More
Brand Management

Brands Unite For Growth And Good

By

Brands Unite For Growth And Good

Richard Edelman coined an interesting term for our times: Brand democracy.

Read More
Brand Management

How Reciprocity Strengthens Brands

By

How Reciprocity Strengthens Brands

A psychological phenomenon known as reciprocity is a powerful inclusion to the brand marketing toolkit.

Read More
Brand Management

How Rainbow-Washing Threatens Brands

By

How Rainbow-Washing Threatens Brands

Here on Branding Strategy Insider, we’ve shared a few insights about brands that engage in a kind of “virtue-hustling” where campaigns and messaging signal to consumers that the brand cares about things society cares about.

Read More