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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

Society Wants More From Brands

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Society Wants More From Brands

Here on Branding Strategy Insider, we’ve written numerous thought pieces on the perils and opportunities for brands that address important and often heated social issues.

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Brand Management

Live TV In Decline: What Brands Should Know

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Live TV In Decline: What Brands Should Know

Netflix, Hulu, Amazon and other video-on-demand services have long been a rallying cry for the “TV is dead” camp. And while TV is a long way from being dead, new data from the Pivotal Research Group suggests it’s changing in ways we can no longer ignore:

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Brand Management

6 Rules For Building Brand Authenticity

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6 Rules For Building Brand Authenticity

In The New Marketing Manifesto, John Grant says “Authenticity is the benchmark against which all brands are judged.” Authenticity is about being true to oneself; radiating a genuine quality.

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Brand Management

How Televangelists Achieve Brand Success

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How Televangelists Achieve Brand Success

How do leading religious brands (televangelists and megachurches) drive a thriving business in a decimated market (church attendance has been on the decline for 40+ years)? What can you learn from their marketing efforts?

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Brand Management

6 Step Guide To Successful Brand Failure

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6 Step Guide To Successful Brand Failure

The concept of failing fast is one we associate readily with start-ups. But if successful brands need to constantly evolve to stay successful, and presumably not every evolutionary move will be a success, how should top brands plan for when things don’t go to plan?

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