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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

4 Ways Brands Use Psychology To Win Customers

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4 Ways Brands Use Psychology To Win Customers

Let’s say you’ve built the next big thing. You’re ready to take on the world and make billions. Your product is amazing and you’re convinced you’ve bested the competition. As a point of fact, you know you offer the very best solution in your market. But here’s the rub. If your competition has established stronger customer habits than you have, you’re in trouble.

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Brand Management

The Perils Of Brand Success

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The Perils Of Brand Success

Marketers are under huge pressure to succeed. But how should we judge a successful brand? And what should brands do to stay successful?

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Brand Management

Linking Scandal And Brand Growth

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Linking Scandal And Brand Growth

Ten years ago a young American entrepreneur and business school graduate took a gamble.

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Brand Management

Has Your Brand Become Too Serious?

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Has Your Brand Become Too Serious?

Branding is a serious business, but does that mean brands themselves must always be so serious. Is there room for more personality?

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Brand Management

Don’t Let Creative Threaten The Strategy

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 Don’t Let Creative Threaten The Strategy

Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’ ~ Jef Richards

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