The Blake Project

Why a Branding Strategy Blog?

At The Blake Project we help organizations achieve brand insistence, using proven brand strategy techniques to create robust brands that build and sustain trust. Branding Strategy Insider is the global thought leader in brand strategy and brand education and is an extension of our efforts to help marketing oriented leaders and professionals build tangible brand equity. Through thought pieces from some of the world’s leading brand thinkers we strive to promote debate and conversation about the value and role of brand in today’s businesses, offer a 360-degree perspective of the rapidly evolving discipline of brand strategy, and advance the discipline of brand management.

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Branding: Just Ask...

Confusing Brand Strategy With Creative Strategy

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Confusing Brand Strategy With Creative Strategy

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Lynn, a brand manager in San Francisco, California who asks this about the difference between brand strategy and creative strategy…

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Brands And Digital

What’s The Half Life Of A Digitally-Built Brand?

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What’s The Half Life Of A Digitally-Built Brand?

There’s some evidence to suggest that brands globally can expect to have shorter and shorter half lives. But do the same dynamics apply to digitally-based brands that have applied to the brands that were built “physically” in the past?

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Product Marketing

What Type Of Products Are You Really Selling?

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Go Pro Product Brand

Is your business selling a niche, fad or mass market consumer discretionary product? The answer makes a big difference in how to best market and manage growth for new product launches. To explore these product distinctions – and see the consequences of making the wrong bet — consider what a well-known company making action video cameras and another selling home carbonated soft drink machines have in common.

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Brand Management

How One Brand Can Appeal To Different Customers

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How One Brand Can Appeal To Different Customers

Today on Branding Strategy Insider, we’re taking another question from the BSI Emailbag. Robert, a Director of Brand Strategy from New York, New York asks this about how one brand should address different needs and mindsets for different customers.

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Brand Management

10 Brand Threats And How To Counter Them

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10 Brand Threats And How To Counter Them

There are a lot of things that brands keep doing that put their value at risk. By way of a checklist, here are ten threats and how marketers can counter them.

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