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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

Recognizing Brand Disruption

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Recognizing Brand Disruption

Every business and brand is unique. They all have their own processes, efficiencies, culture and values. The origins of many brands is traced back to providing a solution that didn’t exist to a problem or unlocking a mystery for people.

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Brand Management

Building Iconic Brand Associations

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Building Iconic Brand Associations

Once a brand is well positioned, the one enduring challenge that marketers face is making sure that everything associated with the brand is consistent in the minds of the target audience.

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Brand Management

Why Mainstream Marketing Is Stagnating

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Why Mainstream Marketing Is Stagnating

What if? That is the question you need to ask and answer—multiple times every single day. The solution to every marketing problem begins with this question.

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Brand Management

How Connectivity Is Revolutionizing Marketing

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How Connectivity Is Revolutionizing Marketing

We have always believed that the word marketing should be written as market-ing.

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Brand Management

What The Best Brands Will Do In 2017

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What The Best Brands Will Do In 2017

Now is the time of the year when every marketer should well reflect on the achievements of the past year and holistically examine what the New Year is going to mean for marketing, branding, and business.

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