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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

Brands Must Give Customers More Evidence

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Brands Must Give Customers More Evidence

Declining trust in media institutions, governments, and corporations is leaving a vacuum which brands might fill.

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Brand Management

The Six Attributes Of Human-Centric Brands

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Building The Six Attributes Of Human-Centric Brands

Understanding the human side of customers through digital anthropology studies is the important first step of human-centric marketing.

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Brand Management

3 Reasons Why Your Brand Will Fail

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3 Reasons Why Your Brand Will Fail

Today I’m going to share something you will think is negative that is actually positive. It’s positive because it’s a learning lesson for all of us in what Geoffrey Moore eloquently called the “Crossing the Chasm” period of business history. Or what Peter Drucker noted was a movement from the industrial economy into the cognitive post-capitalist world.

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Brand Management

6 Ways Brands Can Keep Calm And Carry On

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Keep Calm And Carry On Branding

It’s a cultural marque in its own right, but in these turbulent times, it’s also a highly relevant piece of advice.

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Brand Management

How Brands Create Value For Customers

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How Brands Create Value For Customers

In order to provide value to companies, brands must first provide value to customers. But how do companies make their brands valuable to customers?

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