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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 Can Start Or Serve Social Movements

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How Brands Can Start Or Serve Social Movements

There are over 100 entries on the Wikipedia list of social movements. They include veganism, #metoo, men’s rights, organics, indigenous rights, black lives matter, pro-choice, tea-party and eco-feminism. There’s a prominent note on the page saying, “this list is incomplete, you can help by expanding it.”

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Brand Management

The Rebranding Of America

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The Rebranding Of America

The Presidential campaign is over, but the campaign to restore America has just begun. People are the fabric of any democracy and the frayed narrative of our Union must be rewoven to include everyone.

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Brand Management

Successful Brand Management Requires Context

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Successful Brand Management Requires Context

Very often marketers are called upon by clients or fellow business stakeholders to solve complex issues or chart new paths with new products or markets. In these cases there is a natural tendency to immediately immerse oneself into the numbers and assorted details pertaining to the objective, as if the answer is hiding in plain sight on column G, row four of the spreadsheet in front of you. The numbers and analysis when determining a new strategy are important, but that’s only part of the picture. They don’t mean anything without the context that the Big Picture brings.

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Brand Management

How Brands Thrive On Being The Opposite

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How Brands Thrive On Being The Opposite

It doesn’t take an election year to focus on the fact that you have to stand for something. In the U.S. nothing stiffens the resolve of a Democrat than a Republican telling them they are wrong. And vice versa. The hypothetical line is drawn and you must choose one side or the other.

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Brand Management

Today’s Brands Need Heroic Credibility

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Today's Brands Need Heroic Credibility

Consumers have grown to distrust curated media and traditional marketing. They want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. They don’t want the polished media release, the staged press conference and the practiced responses.

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