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Brand Management

Brand Management

A World Without Brands

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A World Without Brands

A marketing professional might answer the question “How do you value a brand?” by using surveys, market share, and other metrics to measure what marketers call brand equity—a concept linked to financial value.

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Brand Management

Do Consumers Love Your Brand Or Value It?

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Do Consumers Love Your Brand Or Value It?

It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially.

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Brand Management

Brands Defy Soft Economies Via Increased Adspend

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Brands Defy Soft Economies With Increased Aspend

In uncertain economic times, how should brands respond in regards to adspend? Slow down or accelerate?

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Brand Management

Brands And The Shift In Regulation

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Brands And The Return Of Regulation

It’s easy to see recent surges in regulation as a reaction to the corporate scandals of previous years and to characterize the return to a much more compliant environment as one of bureaucracy on a roll (and a role for that matter).

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Brand Management

6 Ways To Maintain Brand Continuity

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6 Ways To Maintain Brand Continuity

Every marketer is haunted by fear of missing out. As trends are identified and balloon, the decision to ignore or capitalize becomes more urgent. How do you decide what to pay attention to and what to let pass you by?

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