The Blake Project

Why a Branding Strategy Resource?

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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Derrick Daye
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Brand Management

Releasing The Opportunity In Brand Fields

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Releasing The Opportunity In Brand Fields

Plato’s ‘theory of forms’ or ‘theory of ideas’ argues that non-physical (but substantial) forms (or ideas) represent the essence of reality. Another way of stating this…before a thing exists, first there is the idea of the thing.

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Brand Management

4 Rules For Brand Prosperity

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Phil Knight Nike Brand Strategy And Prosperity 

Christopher Zook’s article on why companies with strong founders are more innovative, generate a greater number of patents, and more valuable patents at that, and are proactive in investing in and adapting their business model is a reminder to all of the very human qualities required to keep a company (and its brands) growing.

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Brand Architecture

What Brands Gain From Sound Brand Architecture

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What Brands Gain From Sound Brand Architecture

Today a brief brand architecture story to share. Back in the early 90s, not long after Nestlé had acquired the Carnation company it decided to start using the Nestlé brand as an endorsement on most of its products.

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Brand Management

Will Customers Forgive Your Brand?

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Will Customers Forgive Your Brand?

Perhaps it’s inevitable. At some stage, a brand is going to do something to upset customers and prospects. That’s the price companies pay for trading in an era of greater and greater transparency. The key question is: when something does go wrong, will your brand be forgiven?

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Brand Management

Brands Beware Of The Anti-Targeting Movement

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Brands Beware Of The Anti-Targeting Movement

It is fashionable to believe marketers today should aim for mass market penetration and that segmenting, targeting and positioning are things of the past. For most brands that is a fallacy.

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