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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

How Televangelists Achieve Brand Success

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How Televangelists Achieve Brand Success

How do leading religious brands (televangelists and megachurches) drive a thriving business in a decimated market (church attendance has been on the decline for 40+ years)? What can you learn from their marketing efforts?

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Brand Management

6 Step Guide To Successful Brand Failure

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6 Step Guide To Successful Brand Failure

The concept of failing fast is one we associate readily with start-ups. But if successful brands need to constantly evolve to stay successful, and presumably not every evolutionary move will be a success, how should top brands plan for when things don’t go to plan?

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Brand Management

How Brands Can Navigate Social Issues

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3 Ways Brands Can Navigate Social Issues

Recently, Heineken UK jumped on the “reconciling differences” bandwagon and released a spot where people with opposing views come to understand each other (better) over a beer. While some in the industry lauded the approach as the antidote to Pepsi’s debacle, others have observed a different set of tone-deaf mistakes that are every bit as gross.

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Brand Management

Building Brands In A Voice-Activated World

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Building Brands In A Voice-Activated World

Voice technology has made great leaps in the past few years. Speech recognition error rates are approaching human levels, and machine learning continues to improve the ability to understand the nuances of natural language such as meaning or intent.

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Brand Management

Keys To Building Admired Brands

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Keys To Building Admired Brands

The more your brand enables, entices, and enriches customers, evoking their positive emotions and building their trust, love, and respect, the more highly admired it will be.

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