The Blake Project

Brand strategy is the business case for change at a brand level. It envisions the future position of a brand in the marketplace, based on the company’s wider business aspirations and its ability to deliver and market brands that align with that desired position. Branding Strategy Insider is the global thought leader in helping brands reach that mark. We offer marketing oriented leaders and professionals actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. Through thought pieces from some of the world’s leading brand experts we strive to promote debate and conversation about the value and role of brand in today’s businesses. Branding Strategy Insider is a service of The Blake Project a strategic brand consultancy focused on helping brands find their emotional advantage, distinctive advantage and connective advantage.

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Derrick Daye
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Brand Meaning

Brands Need Meaning To Revive, Expand Or Disrupt

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Brands Need Meaning To Revive, Expand Or Disrupt

Last month, we established that consumers do not care about (most) brands. Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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Brand Marketing

Marketing For Agency Strategists

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Marketing For Agency Strategists

Curiously, many people find their way to advertising agencies or in-house marketing departments at major brands without being educated or trained in the basics of marketing.

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Brands And Digital

The Media Supply Chain Every Brand Needs

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The Media Supply Chain Every Brand Needs

Last week in Florida, Mark Pritchard, Procter and Gambles Chief Brand Officer, told an audience at the Association of National Advertisers (ANA) that advertisers need to support a digital ecosystem that prioritizes quality, civility, transparency, privacy and control.

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Brand Definitions

How Is The Term Brand Defined?

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How Is The Term Brand Defined?

We use the term “brand” with such frequency, such alacrity, and such assurance, you’d almost think we know what it means.

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Brand Research

Infusing Empathy In Survey-Based Market Research

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Incorporating Empathy In Survey-Based Market Research

Surveys are perhaps the most popular data collection tool available to marketers.

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