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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

The Drivers Of Leading Brands

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The Drivers Of Leading Brands

Years ago, I worked for Hills Bros coffee. We were the #3 brand having a tough time competing against the market leaders (Folgers and Maxwell House), struggling in many markets to keep our product in distribution. But we had one market, Chicago, where we were runaway market leaders with 4x the share of anyone else. In that market, nothing that Folgers or Maxwell House tried to do succeeded in dislodging us.

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Brand Management

5 Drivers For Creating Brand Insistence

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Brand Strategy Model

We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence.

Brand insistence is reserved for those brands that have been carefully designed to posses these characteristics: relevant differentiated benefits for their target customers, ability to build strong emotional connections, have a high degree of awareness, are perceived to deliver deep value for the price and are easily accessible.

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Brand Management

How Constraints Deliver Brand Focus

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How Constraints Deliver Brand Focus

Customers, consumers, clients – whatever we call the people who buy your product or service, no business would be around for long without them.

Now, when it comes to identifying your customers, consumers, or clients (let’s call it your audience from now on), there are two schools of thought:

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Brand Management

Creating A Niche Famous Brand

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Creating A Niche Famous Brand

Ask anyone who has even a passing interest in New Orleans brass bands and they will tell you they know of The Dirty Dozen Brass Band. Ask pretty much anyone else, and you’re likely to get a shrug of the shoulders were you to mention their band name. You see, fame’s a funny thing really isn’t it. We all know of the type of fame you see in your Pacino’s, Beckham’s, and Beyonce’s of the world. But what’s easily forgotten is that there is a different type of fame – what we might call ‘niche fame’.

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Brand Management

Why Brands Really Matter

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Why Brands Really Matter

Clearly, products and services link to our feelings and behaviors. But just how tight are these linkages, and how important are they to marketers?

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