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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Derrick Daye
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Brand Storytelling

Strategic Brand Storytelling Workshop

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Strategic Brand Storytelling Workshop

Narrative structure. Audience engagement. Character development. These terms once lived solely in the arts. In the films and plays we watched, the books we read. But today, they’re central to brand marketing success in a changing world where marketing channels have become much more dynamic and the consumer is seeking relevant content in all marketing touchpoints.

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Brand Storytelling

Originality Holds The Power In Brand Storytelling

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 Originality Holds The Power In Brand Storytelling

Originality is hard. It’s hard to create, hard to adhere to and hard to indoctrinate into a system so it becomes method more than miracle. But as audience members of any story, we respond to originality with vigor. Original stories, or familiar stories told originally, stick with us long after conventional stories fade.

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Brand Growth

Brand Growth: Think Flexibility Over Size

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What Walmart Downsizing Means For Global Brands

Is flexibility replacing footprint as the new black for global brands? That’s the inevitable question as Walmart announces a major redraft of its stores policy.

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Brand Perceptions

Neglected Brands Face Costly Brand Perceptions

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2016 Chevrolet Malibu Brand Perceptions

Chevrolet has redesigned its 2016 Malibu and by most accounts the new model is significantly better than previous versions.

As a way to show how much improved the new model is, Chevrolet invited “Real people. Not actors” to take a look at it and give their well-edited opinions that you can watch here. The twist is that all the badging and logos have been removed so that they give their honest opinion of the car, not biased by brand perceptions.

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Brand Management

The New Era Of Strategic Brand Partnerships

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Brand Partnerships Amazon Ford

An observation from the Havas CES 2016 report that we will increasingly see more companies working together across widely different marketplaces is a reminder of the new bridges that brands must be looking to build going forward. Inevitably these invite new approaches.

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