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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

Modern Marketing Is Data Exchange

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Modern Marketing Is Data Exchange

Modern marketing is simply a data exchange.

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Brand Management

Brands Also Have A Hierarchy Of Needs

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Brands Also Have A Hierarchy Of Needs

When he was trying to understand human nature, The psychologist Abraham Maslow came up with his famed hierarchy of needs.

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Brand Management

Diversity Is Imperative For Brand Leadership

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Diversity Is Imperative For Brand Leadership

Earlier this month, in a conversation on ESPN’s The Jump, journalist Nick DePaula told fellow panelists that Beyoncé had been in talks with several brands after news broke of her athleisure brand Ivy Park signing a deal with Adidas.

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Brand Management

3 Ways To Build Brands That Are Culturally Relevant

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3 Ways To Build Brands That Are Culturally Relevant

For most of human civilization, public institutions have shaped, if not controlled, the building blocks of culture – the language, arts, conventions, beliefs and knowledge that bring meaning to our social lives.

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Brand Management

Brands Are A Mechanism Of Accountability

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Brands Are A Mechanism Of Accountability

The saying “Success has many fathers, but failure is an orphan” goes back at least as far as Tacitus (around 100 B.C.).

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