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

Building Brands On Customer Passions

By

Building Brands On Customer Passions

In a fantastic piece called Meaning Powers a New Era of Brand Strategy, Dr. Martina Olbertova reminds us that, “Brands aren’t just vehicles of branding products, services and experiences. Their primary business is meaning exchange. The primary goal of a brand should be to help people maximize their inner potential and become more of themselves.”

Read More
Brand Management

Leveraging The Unifying Power Of Brands

By

Leveraging The Unifying Power Of Brands

During the golden age of social media, before privacy concerns became widely known, you’d often see slide decks about how people want to have conversations with brands.

Read More
Brand Management

How Brands Can Shape Positive Customer Feelings

By

How Brands Can Shape Positive Customer Feelings

Often, as marketers, strategists, and leaders, we want only high-level interpretations of meaningfulness—brand recall, favorability, and preference. But that idea of meaningfulness can shift: media planners maximize against reach, PR professionals report in impressions, and brand managers worry about market penetration.

Read More
Brand Management

Subscription Models Expand Access To Your Brand

By

Subscription Models Expand Access To Your Brand

It’s back to school season and just on time, Nike has rolled out the Nike Adventure Club for ‘Generation Alpha’ – for those ‘consumers’ aged 2-10. When you think about subscription services, you likely think about tech or tech-adjacent brands.

Read More
Brand Management

3 Requirements For Building A Great Brand

By

3 Requirements For Building A Great Brand

Search Amazon for books on branding and you’ll get over 10,000 results. Since brands are never finished, it’s important that we write about them, to uncover new ways to connect and create meaning with customers.

Read More