Make your brand strategy work in the real world.
The Brand Asset Management (BAM) model puts it in the hands of the people who deliver it – clear enough for every market, strong enough to survive a merger, built to last.
Trusted by leaders in over 100 top companies
Every team has its own version of your brand
Most B2B brands don’t have a brand problem. They have an alignment problem.
- You’re launching into a new market or category.
- Your teams are telling different stories.
- You’ve just merged with another company, and nobody agrees on what the brand stands for.
Sound familiar?
What changes when your brand is aligned
A common language
One clear, documented brand foundation that your whole organization – leadership, agency, marketing, and sales – can own and use
Speed with substance
58% of BBN marketers built a stronger strategic foundation faster with BAM. Structure frees you to move with confidence.
Genuine buy-in
Every BAM tool is built to invite real participation – designed to draw out real input, build shared understanding, and create genuine ownership. Teams help shape it.
Built for your situation
New launch. Brand refresh. Post-merger integration. Use all five modules or just the one you need.
Make your brand more memorable
BAM helps brands become more memorable, more aligned, and more consistent in how they show up.
Results are the only thing that outlast a good methodology.
100+ brands.
30+ countries.
20 years.
One model that keeps delivering.
Laurie Underwood
Executive Vice President, Bader Rutter
BAM allowed us to sit at the table with our clients at the big conversations. And helped them build alignment and understanding within their organization about the strategic vision for their brand and their marketing.
David Moreno
EVP Integrated Strategy and Effectiveness, Bader Rutter
BAM is a system that really helps us understand the relationship between brand and business for the long run.
Liz Roberts Follett
Associate Strategic Planning Director, Bader Rutter
It gives us a needs-based approach, and it helps us have more productive and stronger conversations with our clients about what’s really going on with their business and their brand.
Tom Posta
President Bader Rutter
It is so intentional, so thoughtful, and a well-researched process. When you’re building something as important as a brand, you need to start with good bones, like when you’re building a house.
BAM enables us to offer brand strategy in an easy-to-understand, easy-to-use, and easy-to-adapt method with proven results.
BAM provides the tools and structure to help clients articulate their brand strategy for shared ownership.
Clients benefit by getting valuable insights that stand the test of time.
Our team was excited about this strategic process. It didn't feel like alignment was forced. It felt earned.
One clear, documented brand foundation that your whole organization – leadership, agency, marketing, and sales – can own and use
Five modules.
One aligned brand.
Every module tackles a different dimension of brand alignment. Use them in sequence or start with the one your challenge demands – self-paced online or with expert guidance.
01
DISCOVERY
Where are we and why?
02
FUTURE IDENTITY & POSITION
Where do we want to be?
03
PORTFOLIO STRATEGY
What role should each offering play?
04
AUDIENCE NEEDS
Who are we talking to, and what do they need?
05
INTERNAL ACTIVATION
How do we align and guide from the inside out?
BAM is now better than ever.
The model has been rebuilt from the ground up for how brand teams actually work today – faster, more collaborative, and AI-ready.
BUILT AROUND YOUR MOST COMMON CHALLENGES
Three step-by-step project outlines, developed from a global BAM survey, guide you through the top real-world applications of the model.
AI AND VIRTUAL WHITEBOARD READY
Every tool now includes guidance on how to amplify your work with AI and how to run sessions for remote and hybrid teams.
LEANER, SHARPER, AND WEB-BASED
With the full model now in a dynamic, web-based format, every exercise is one that delivers. Faster sessions, clearer outcomes.
Start where it makes sense for you
Whether you’re building the skill, solving a challenge, or going all in – there’s a starting point for you.
LAUNCHING A NEW PRODUCT OR SERVICE?
You need to define and position a new brand before it goes to market: clearly, quickly, and with full team alignment.
Best for
Marketing and brand teams preparing a new launch
You'll get
A step-by-step outline built around this exact challenge, plus access to every tool you need
How
Self-paced with BAM Online, or guided with a BAM Workshop
REFRESHING AN EXISTING BRAND?
Competitive pressure, a changing market, or a brand that’s grown stale. Time to reinvigorate without losing what still works.
Best for
Teams facing repositioning or brand fatigue
You'll get
A structured path through the refresh process, from discovery to activation
How
Self-paced with BAM Online, or guided with a BAM Workshop
SHARPENING YOUR BRAND MESSAGING?
Your brand foundation is solid, but your messages aren’t landing. Time to build sharper, more targeted content for the audiences that matter most.
Best for
Marketers and agency professionals ready to go deeper
You'll get
A clear methodology for developing on-strategy messages across audiences
How
Self-paced with BAM Online, or guided with a BAM Workshop
FREQUENTLY ASKED QUESTIONS
How is your model different from or better than others out there?
- Our model recognizes there are more dimensions to a brand than most others allow for. Building a successful brand isn’t just about corporate design, logos and colors. BAM identifies and defines all salient aspects that comprise a successful brand.
- BAM encompasses dynamic modules and tools that build upon each other in a holistic approach. Rich insights and outcomes from Discovery are applied to determine the most distinctive and differentiated Future Identity and Position, efficient and effective Portfolio Strategy, compelling messages to meet Audience Needs and an Internal Activation Strategy.
- The BAM model is part of an integrated, comprehensive approach unmatched by others. Our brand strategy outcomes inform and drive both marketing communications and the creative expression.
We have an established brand, why would we need your model?
- The model is designed with flexibility and adaptability to support existing brands, reposition brands or create new brands. Depending on your specific needs, we apply the aspects of the model that are most relevant.
- The holistic approach ensures we know how to build upon an established brand by applying our sequential steps that leverage your brand strategy.
- Our model is designed to bring brand strategies to life through message content and internal activation. Bringing a brand strategy to life is often the most challenging aspect.
Do we need to do all the modules?
- The model is designed to support existing brands, reposition brands or create new brands. Depending on your specific needs, we apply the aspects of the model that are most relevant.
- Scope and scalability are key to determining which modules are required. One size does not fit all. A thorough inventory of your existing information and assets, along with a clear understanding of your objectives, allows us to prescribe what is required.
- Depending on your situation, each of the five modules can be scaled down or done in full. Alternatively, if information or assets already exist for a module, we’ll apply it, eliminating the need for that module.
This looks like it needs buy-in from many people. How is that achieved?
- The BAM model is a highly collaborative process that relies on a team approach to inspire, energize and mobilize. Teamwork is essential to foster buy-in.
- Three types of teams are established to ensure that a cross-functional and diverse range of people are involved. Those teams are: 1) Project Team for organization and execution, 2) Brand Team for management and decisions and 3) Implementation Team to mobilize and activate.
- The BAM model was developed with clear objectives and outcomes. It is simple and precise with clear deliverables. Such simplicity, clarity and outcomes can be leveraged so that those involved can see what’s in it for them.
What’s the connection between this and my business strategy?
- The brand strategy supports and accelerates the business strategy. It is a means to an end, the end being the objectives of the business strategy.
- To ensure connectivity to the business strategy, we employ a specific tool that increases understanding of the five key aspects of a business strategy: 1) Arenas, 2) Vehicles, 3) Differentiators, 4) Strategy and 5) Economic logic.
- Due to the close relationship between a business strategy and a brand strategy, they can influence each other – that is, a brand strategy can also serve to confirm or challenge an aspect of a business strategy.
PUT BAM TO WORK FOR YOU
Whether you’re solving a specific brand challenge or building the capability across your organization, a BAM expert will help you find the right starting point.
