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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

6 Factors Behind The Impact Of Brand Scandals

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6 Factors Behind The Impact Of Brand Scandals

Everyone’s very quick to call almost any news a scandal these days. Nevertheless, brands do get into trouble, and they emerge from those challenges in different states. Some seem to brush off what has happened while others falter.

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Brand Management

5 Ways To Exploit Amazon’s Brand Weakness

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5 Ways To Exploit Amazon’s Brand Weakness

Amazon is the leader in retail innovation, yet it lags when it comes to sustainability.

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Brand Management

Building Brands With A Two-Way Conversation

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Building Brands With A Two-Way Conversation

In 1975, a researcher named Steven Sasson, working in a lab at Eastman Kodak, built the first digital camera. It was a clunky machine, but Sasson’s vision was clear. He saw the potential: in fifteen to twenty years, he told executives, the technology would be ready to compete against film.

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Brand Management

12 Audio Branding Do’s And Don’ts

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Audio Branding Strategy

Because creating a company’s audio brand requires a different approach than creating the score for a commercial or video, here are a few guidelines to help put your teams in the right mindset to launch an audio branding initiative.

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Brand Management

The Changing Profile Of Brand Partnerships

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The Changing Profile Of Brand Partnerships

As traditional retailers continue to look for new ways to evolve omni-channel models, tech companies are looking for ways to develop a physical presence.

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