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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

Brand Authenticity In The Age Of Post-Truth

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Brands Must Evolve With The Concept Of Truth 

“Post-truth doesn’t mean the end of the truth.

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Brand Management

Brands Must Navigate Back To Relationships

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Brands Must Navigate Back To Relationships

There’s an understandable tension regarding the role of technology and whether it is strengthening or weakening human relationships.

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Brand Management

The Psychology Of Collectible Brands

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The Psychology Of Collectible Brands

Most human beings have a need to collect things, and some of us need to collect things more than others.

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Brand Management

Brands Face A Privacy Conundrum

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Brands Face A Privacy Conundrum

In 1999, Sun Microsystems’ then-CEO Scott McNealy infamously declared, “You have zero privacy anyway. Get over it.”

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Brand Management

Maslow’s Hierarchy And Brand Development

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 Maslow’s Hierarchy And Brand Development

One of the most influential innovators in psychology was the American psychologist and philosopher Abraham H. Maslow (1908-1970), who developed a transpersonal theory of human needs.

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