avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 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

Managing Brands In A Cancel Culture

By

Managing Brands In A Cancel Culture

Call-out culture, or ‘cancel culture’ is, as defined by Urban Dictionary, “a modern internet phenomenon where a person is ejected from influence or fame by questionable actions. It is caused by a critical mass of people who are quick to judge and slow to question.

Read More
Brand Management

How To Gain Buy In For Brand Building

By

How To Gain Buy-In For Brand Building

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Teresa, a Sales and Marketing VP in Seattle, Washington who has this question about gaining buy-in for marketing budgets and programs.

Read More
Brand Management

Why Every Brand Needs To Practice Active Empathy

By

Why Every Brand Needs To Practice Active Empathy

Not so long ago it used to be that the role of marketers, communicators, and politicians was to fall in love with their target audience.

Read More
Brand Management

Building Brands In The Middle Of The Sales Funnel

By

Building Brands In The Middle Of The Sales Funnel

Effective content moves mid-funnel metrics. Unless you work at a breakthrough company, your brand health metrics look very similar to the vast majority of other brands. You have strong aided awareness and strong conversion rates, but your mid-funnel metrics are weak.

Read More
Brand Management

10 Strategies For A Brand Turnaround

By

10 Strategies For A Brand Turnaround

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Jonathan, a CMO in Boston, Massachusetts who has this question about reviving a brand.

Read More