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

Building Brands On What People Value

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Building Brands On What People Value

Given that rewards drive decisions, when we create the content that powers brands, one of the biggest challenges we have is to figure out what our audiences value — consider rewarding.

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Building Emotional Connections

How Emotions Shape Brand Perceptions

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How Emotions Shape Brand Perceptions

A picture is worth a thousand words.’ Cliché, but true. In fact, it’s a cliché because it’s true. A battle between pictures and words is like one between Mike Tyson and Tiny Tim: the picture throws the bigger punch. Consider the following:

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Brand Strategy

The Four Most Powerful Brand Codes

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The Four Most Powerful Brand Codes

How do we recognize a brand? What do consumers see, and how different is that from the ways brands are structured?

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Advertising

How Emotions Drive Effective Brand Advertising

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How Emotions Drive Effective Brand Advertising

Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough.

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Brand Marketing

How Brand Meaning Influences Customer Decisions

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Creating Brand Distinctiveness And Action With Meaning

Joshua Glenn and Rob Walker are two writers who collaborated on a literary and economic experiment between 2009 and 2010, to discover whether adding meaning to an object would draw attention and sway people to buy it for more money than it’s worth.

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