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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

Five Insights About Gender And Brands

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Five Insights About Gender And Brands

Gender is a loaded topic. Increasingly, the traditional notions of gender are being challenged by progressive attitudes that gender is fluid.

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Brand Management

When Brands Unite For Customer Benefit

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When Brands Unite For Customer Benefit

The growing movement to voice interface and search has been an evolving topic here on Branding Strategy Insider. This week, two tech giants, Microsoft and Amazon, announced a surprising (and refreshing) technology partnership wherein their proprietary assistants, Cortana and Alexa, will be accessible from each other.

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Brand Management

Brands Must Have Marketing And Sales Alignment

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Brands Must Have Marketing And Sales Alignment

Over the course of time we have shared much on the relationship between marketing and sales departments.

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Brand Management

Brand Purchase Behavior In The Millennial Age

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Brand Purchase Behavior In The Millennial Age

Millennials are fast becoming the dominant economic force – and in many categories they are the only force to be reckoned with by brands.

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Brand Management

Will Voice Search Hurt Brands And Agencies?

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Will Voice Search Hurt Brands And Agencies?

As algorithms play a bigger and bigger part in how we make decisions, and how decisions are made for us, it’s interesting to ponder what the effects might be on brands and their agencies, particularly as we transit from a text-focused way of searching for answers to one that is more voice oriented.

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