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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

Leading Brands Remove Life’s Frictions

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Leading Brands Remove Life's Frictions

Macro friction is at the category level. Micro friction is at the brand level. As in economics, friction can be categorized into macro and micro.

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Brand Management

Managing Brand Perceptions

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Managing Brand Perceptions

The word ‘branding’ no longer properly describes what practitioners of branding mean today. Nor does it describe what they want the word to stand for.

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Brand Management

How Behavioral Science Powers Brand Choice

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How Behavioral Science Powers Brand Choice

Behavioral science is currently one of the hottest topics in marketing. This attention isn’t undeserved; if anything, we should devote more of our time and energy to the subject.

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Brand Management

From Friction To Empathy: A New Branding Model

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From Friction To Empathy: A New Branding Model

Traditional advertising is based on a reach and frequency model, which focuses on how many people brands reach and how frequently they can reach them.

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Brand Management

Modern Marketing Is Data Exchange

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Modern Marketing Is Data Exchange

Modern marketing is simply a data exchange.

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