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 Positioning

Three Things A Strong Brand Positioning Must Do

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Three Things A Strong Brand Positioning Must Do

You need to focus your business. The decisions you make on what you want to focus your business on drive what you want your reputation in the market to be.

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Branding Trends

Five Disruptive Marketing Trends

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Beyonce Girls Run The World Disruptive Marketing Trends

In my book Disruptive Marketing and here on Branding Strategy Insider, I note ten trends to watch that will shape the future of marketing. The problem with these lists and most publications or books that rely on this “listicle” approach (the mash-up of an article into a list format for easier learning) is it comes across as finite.

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Brand Positioning

5 Brand Positioning Models

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5 Brand Positioning Models

“In communication, as in brand architecture, less is more. You have to sharpen your message to cut into the mind. You have to jettison the ambiguities, simplify the message, and then simplify it some more if you want to make a long-lasting impression.” – Al Ries and Jack Trout

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Brand Storytelling

How To Build A Strong Brand Backstory

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Brand Heritage and Brand Storytelling

Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognizable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.

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Brand Management

The Purpose-Driven Brand Defined

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Purpose-Driven Brand Strategy

A Purpose-driven brand is one where the organization has consciously placed its ‘Why’ front and center– in how it communicates, but more importantly, in how it actually behaves in its business conduct.

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