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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

How Brands Benefit From Network Effects

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How Brands Benefit From Network Effects

You’re familiar with network effects. You know, the idea that if you had the only telephone on the planet it would be useless.

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Brand Management

New Realities Test How Brands Are Managed

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New Realities Test How Brands Are Managed

A Buddhist concept often called “The Law of Impermanence” states that all conditioned existence is transient, evanescent and inconsistent. When you consider that brands are never finished, a parallel is clear.

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Brand Management

How Brands Can Combat The Silo Threat

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 How Brands Can Combat The Silo Threat

We’ve all been there: After keying (or speaking) personal data into a customer support system, a human (or bot) comes on the line and promptly asks you for the exact same information that you just entered.

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Brand Management

5 Keys To Understanding Your Brand’s Competition

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5 Keys To Understanding Your Brand’s Competition

As a brand strategist, a favorite part of any presentation I give to clients is a section on their brand’s competitors.

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Brand Management

Segmenting The Market For Power And Profit

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Segmenting The Market For Power And Profit

You’re either pregnant or you’re not. And the market for pregnancy testing kits would appear to be similarly dichotomous: you either need a pregnancy test kit, or you don’t.

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