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

How Brands Are Built With Cultural Credibility

By

How Brands Are Built With Culture And Credentials

Sociologists refer to the set of individuals and organizations that create and market a cultural product such as a record album, a movie, a shoe style, or a football game as a culture production system (CPS).

Read More
Brand Management

The Soft Power Of Brands

By

The Soft Power Of Brands

“Soft power.” It is a weird combination of ideas, right? How can a power be soft? And yet, soft power can be credited with the demolition of the Berlin Wall, the Arab Spring, and the allure that the United States still holds for many people around the world. For a business, soft power rests in its brand. That illusive, intangible something that makes people want to buy a product or service more than the alternatives.

Read More
Brand Management

Without Shared Meaning There Is No Brand

By

Without Shared Meaning There Is No Brand

Imagine for one minute – you are the owner of a business. You have created a product, but you know you need to be more than just a business selling a product. There’s many businesses out there selling similar products, that pretty much do the same thing as yours. No, it’s not enough for people to buy a product from you ­– they need to want to buy your product, You need a brand.

Read More
Brand Management

Building Eco-Conscious Brands

By

Building Eco-conscious Brands

In 1966, a year before the Summer of Love and two years before the original Woodstock, two gurus of the macrobiotic lifestyle, followers of the great George Ohsawa, opened a health food store called Erewhon. Erewhon is meant the title to be understood as the word “nowhere” backward even though the letters “h” and “w” are transposed. It came from the Samuel Butler book about a utopia. One of the fictional Erewhon’s tenets was that everyone was responsible for their own health and wellbeing.

Read More
Brand Management

How Belief Transforms Products Into Brands

By

How Belief Transforms Products Into Brands

Santa Claus. Father Christmas. St Nicholas. Whatever you call him he is a symbol of Christmas for everyone, regardless of age.

But for children he represents so much of the joy, vitality and energy of Christmas – because they believe.

Read More