The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals build strong brands. Search this site for thousands of thought pieces from world-renowned experts and luminaries, featuring actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. 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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Brand Purpose

Linking Purpose And Profit In Private Equity

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Linking Purpose And Profit In Private Equity

At the 2019 World Economic Forum in Davos, Larry Fink, Chairman and CEO of BlackRock, published his annual letter to CEOs. The letter was titled ‘Purpose & Profit’ and it reinforced the idea that BlackRock are serious about changing the type of businesses they invest in.

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Brand Culture

Beware Of Fracturing Your Brand Culture

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Beware Of Fracturing Your Brand Culture

Delta Air Lines is rated the #1 US airline, according to the 29th annual Airline Quality Rating (AQR) study conducted by Wichita State University and Embry-Riddle. So, it’s a bit surprising that a top brand would gamble with its most valuable asset: the employees that make the brand possible.

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Brand Identity

How Brand Codes And Narratives Can Deceive Us

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How Brand Codes And Narratives Can Deceive Us

Facebook rolled out a new updated visual identity for its mobile interface last week. And the desktop version will be launched in the following months. The big question here, however, is why?

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Brand Management

How Behavioral Science Powers Brand Choice

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How Behavioral Science Powers Brand Choice

Behavioral science is currently one of the hottest topics in marketing. This attention isn’t undeserved; if anything, we should devote more of our time and energy to the subject.

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Customer Experience

Half Of Customer Happiness Is Surprise

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Half Of Customer Happiness Is Surprise

When we think of happiness, and what generates it, we often look at the event that brought happiness in isolation.

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