avatar_48x48
Contact BSI
Derrick Daye
813.842.2260 Email us

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 Fundamentals Of Breakthrough Brand Strategy

By

The Fundamentals Of Breakthrough Brand Strategy

The day he walked into the San Francisco 49ers headquarters in 1979, Bill Walsh sported pressed khaki pants, neatly combed white hair and a professorial disposition. The only items missing from his ensemble were an elbow-patch jacket and a bent billiard pipe. He certainly didn’t look like a football coach. He didn’t act like one, either. He didn’t yell. He didn’t scream. He didn’t give rah-rah speeches.

Read More
Brand Management

4 Timely Rules For Hotel Brand Strategy

By

4 Timely Rules For Hotel Brand Strategy

Hotels have experienced significant losses due to coronavirus. But, there are signs of recovery. A report on the travel industry generated by McKinsey & Co., the global consultancy, covers airlines, hotels, vacation rentals, tours and activities, online travel agencies (OTAs), car rentals, and ridesharing and cruises. According to this reportthere are “… signs of latent demand for travel: Customers are interested and willing to travel again when they are allowed to do so, even before a vaccine is available at scale.”

Read More
Brand Management

How Sustainability Results In Competitive Advantage

By

How Sustainability Results In Competitive Advantage

Last October, Procter & Gamble shareholders, owner of such megabrands as Tide, Bounty, Crest, Pampers, Olay, Gillette, and Downy, approved a proposal to publish a report on what is being done to address deforestation. The Board of Directors had advised against approving the proposal. P&G uses a lot of forests. There is the Bounty brand (paper towels and napkins), the Puffs brand (facial tissues), the Pampers and Luvs brands (baby diapers), Always and Tampax brands (feminine care), and the Charmin brand (toilet paper and wipes). But, the Board underestimated the power of environmentalism among its shareholders.

Read More
Brand Management

6 Factors Behind Lasting Behavior Change

By

Our work and home lives have been turned upside-down by COVID, and many businesses have had to find new ways to sell, service, and operate. Some of these changes – while jarring – may stick after the crisis recedes. But which ones? Will virtual learning become routine? Remote teams? Distance selling?

Read More
Brand Management

How Associated Memorable Moments Drive Brands

By

 

Let’s start by defining what we mean by ‘brand’? Brand is a term which is often used to describe a business. A brand is not the business. A brand is shaped in the minds of the consumer – through identity, meaning, and experience – so as such the brand is created and not the creator.

Read More