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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 Brands Compete And Win

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How Brands Compete And Win

Competitive brand battles can be drawn out affairs, outlasting the tenures of several management teams.

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Brand Management

How Brands Can Confront The AI Platform Challenge

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How Brands Can Confront The AI Platform Challenge 

Pity the brand marketer. Over the past couple of decades she has had to contend with disintegrating mass media, concentrating retail distribution channels, the rise of advertising platforms such as Google and Facebook, and a tide of data and analytic tools.

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Brand Management

How Brands Can Avoid Culturally Flammable Ideas

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How Brands Can Avoid Culturally Flammable Ideas

Flammable ideas. They are everywhere these days.

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Brand Management

Growing Brands Through Giving

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Growing Brands Through Giving

In a world of so much abundance, the reality that there are still a great many people who lack some of the most basic essentials is difficult to understand. Some brands have approached these problems head-on, developing a business model that incorporates giving.

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Brand Management

Brand Management In The Age Of AI

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Brand Management In The Age Of AI

A few years ago I was asked to participate in a breakout session pitting a bunch of entrepreneurial Silicon Valley marketers in the same room against some serious Fortune 500 CMO-types.

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