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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

Two Paths, One Brand Journey

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Two Paths, One Brand Journey

Two pathways guide the trajectory of brands. The most successful find their strength at the intersection of the two.

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Brand Management

The Challenging Combination Of Brand And Founder

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The Challenging Combination Of Brand And Founder

We live in a hyper 24-hour news cycle and social media feed of opinion, reaction, ratings, retribution and results.

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Brand Management

The Rise Of Sacred Brands And Experiences

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What happens in Vegas, stays in Vegas”

Traditional marketing communications erected a big wall between what anthropologists term Sacred vs. Profane.

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Brand Management

Why Equality Is A Dirty Word For Marketers

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Why Equality Is A Dirty Word For Marketers

Google ‘Mother of Marketing’ and get pink Mother’s Day flotsam. Google ‘Father of Marketing’ and get a gray man. One gray man repeated in particular – Phillip Kotler.

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Brand Management

The Most Successful Brands Don’t Focus On Buyers

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The Most Successful Brands Don't Focus On Buyers

What makes a brand successful in the digital age?

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