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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

The Female Economy Brands Can No Longer Ignore

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The Female Economy Brands Can No Longer Ignore

Back in the early 00s and pre-data-explosion, we didn’t have much evidence of the trillions of dollars women influenced in consumer decision making.

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Brand Management

What Makes A Brand Authentic

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What Makes A Brand Authentic

As marketers, we must sometimes take a step back from the objective features and benefits of our products that too often dictate our brand strategy.

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Brand Management

Meaning Is The Soul Of Your Company

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Meaning Is The Soul Of Your Company

We know already that brand management is largely meaning management. But if we want to make any lasting changes to how brands are managed today and what value they create, we need to take the conversation up a notch, engage the C-suite along with marketers and look at the organizational matrix.

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Brand Management

All Brands Are Personal

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All Brands Are Personal

Just a few decades ago, the business world believed that as much as 95% of a company’s value consisted of tangible assets. Fast-forward to today, a company’s value may be more than 75% intangible.

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Brand Management

How Brands Win With Gamification

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How Brands Win With Gamification

A powerful social engagement strategy to boost engagement is to integrate elements of gamification into your marketing, social media, community and other digital brand experiences.

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