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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

3 Requirements For Building A Great Brand

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3 Requirements For Building A Great Brand

Search Amazon for books on branding and you’ll get over 10,000 results. Since brands are never finished, it’s important that we write about them, to uncover new ways to connect and create meaning with customers.

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Brand Management

How Brands Mirror Religion

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How Brands Mirror Religion 

Our belief in a higher power, and the search for guidance and pilgrimage are shifting from sacred to secular. Brands and their spokespersons now play the role of churches and preachers.

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Brand Management

How Brands Can Compete On Efficiency

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Finding Your Competitive Frame Of Reference

Companies cannot be good at everything. They face trade-offs in their business.

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Brand Management

7 Ways To Build Socially Impactful Brands

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7 Ways To Build Socially Impactful Brands

Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”

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Brand Management

How To Identify The Drivers Of Willingness-To-Pay

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The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product.

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