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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

The Advantage Of Harnessing Consumer Creativity

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The Advantage Of Harnessing Consumer Creativity

Watching TV or spending a week on a sandy beach is relaxing, but not fulfilling. Neither experience is involving, nor will we feel entertained and relaxed for any longer than a few hours, if not minutes after it ends. We find fulfillment in creating and discovering new art, which is no longer the exclusivity of elitist galleries catering to a few well-heeled, overly-educated, individuals. Indeed, art has become more accessible and is now omnipresent in our daily life and through social media. Here in lies an opportunity for brands.

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Brand Management

Amazon’s Increasing Ad Platform Power

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Amazon’s Increasing Ad Platform Power

About two years ago, we wrote about Amazon’s growth as a advertising platform. At that time, more than 70% of online ad revenue was going to Google and Facebook. And while there still is no imminent threat to digital’s big duopoly, a new Forrester report points to some trends that show brands are moving from testing Amazon as a channel to implementing always-on strategies.

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Brand Management

Building Brands On Customer Passions

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Building Brands On Customer Passions

In a fantastic piece called Meaning Powers a New Era of Brand Strategy, Dr. Martina Olbertova reminds us that, “Brands aren’t just vehicles of branding products, services and experiences. Their primary business is meaning exchange. The primary goal of a brand should be to help people maximize their inner potential and become more of themselves.”

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Brand Management

Leveraging The Unifying Power Of Brands

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Leveraging The Unifying Power Of Brands

During the golden age of social media, before privacy concerns became widely known, you’d often see slide decks about how people want to have conversations with brands.

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Brand Management

How Brands Can Shape Positive Customer Feelings

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How Brands Can Shape Positive Customer Feelings

Often, as marketers, strategists, and leaders, we want only high-level interpretations of meaningfulness—brand recall, favorability, and preference. But that idea of meaningfulness can shift: media planners maximize against reach, PR professionals report in impressions, and brand managers worry about market penetration.

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