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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Brand Management

Can Advertising Fix The Volkswagen Scandal?

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Can Advertising Fix The Volkswagen Scandal?

Volkswagen is back with a new ad campaign. The 60-second spot, created by DDB Berlin, shows a red-haired toddler aging through a period of 40 years in a gradually evolving set of VW cars that begins with a Beetle and ends with its latest 2016 model. The TV ad concludes with the message: ‘It’s more than just a car. It’s a lifelong companion.’ In its print ads, the message is even more direct: ‘It’s more than just a car. It’s keeping your promises.’

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Customer Experience

7 Keys To Designing Branded Customer Experiences

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Designing Branded Customer Experiences

How do you manage a seamless, branded customer experience across an ever-increasing number of multiple channels?

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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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