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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

Cutting Too Deep Puts Brands At Risk

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Cutting Too Deep Puts Brands At Risk

When price wars flare up, staying competitive sometimes means cutting costs.

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Brand Management

When Founders Fail Their Brands

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When Founders Fail Their Brands

Mark Ritson is right when he asserts, “Founders are inseparable from the brands they create.” And sometimes that’s a problem.

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Brand Management

25 Must Read Articles For Stronger Brands

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25 Must Read Articles For Stronger Brands

What will the new year bring brands? From our perspective of the marketing world, at least 365 opportunities.

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Brand Management

Building Brands On Ritual And Sacred Consumption

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Building Brands On Ritual And Sacred Consumption

Scott Galloway contends that Google is not a search engine, but rather an atheist God where we search, ask questions and hope for divine intervention.

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Brand Management

Why Christmas Is The Envy Of Brands

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Why Christmas Is The Envy Of Brands

There is one brand that is the envy of them all. Christmas. Fueled by emotion it has no rival in terms of annual commercial success and its growth continues to accelerate.

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