The Blake Project

Brand strategy is the business case for change at a brand level. It envisions the future position of a brand in the marketplace, based on the company’s wider business aspirations and its ability to deliver and market brands that align with that desired position. Branding Strategy Insider is the global thought leader in helping brands reach that mark. We offer marketing oriented leaders and professionals actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. Through thought pieces from some of the world’s leading brand experts we strive to promote debate and conversation about the value and role of brand in today’s businesses. 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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Derrick Daye
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Brand Meaning

Why Global Brands Fall Into The Gap Of Meaning

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Why Global Brands Fall Into The Gap Of Meaning

Perhaps the most dangerous split in branding is between what brands say and what they do.

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Customer Insight

The Mistake Of Asking Consumers What They Want

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The Mistake Of Asking Consumers What They Want

Asking consumers what they want is so passé.

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Brand Strategy

Finding The Source Of Your Best Brand Ideas

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Finding The Source Of Your Best Brand Ideas

Where do you get your best ideas? Are they all from within your industry?

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Brand Differentiation

5 Benefits Of Audio Branding

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5 Benefits Of Audio Branding

One topic you’ll be hearing more about in the coming year will be the importance of audio branding.

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Chief Marketing Officer

Empathy For The CMO

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Empathy For The CMO

Customer empathy is a widely discussed topic for building brands today. A related fact is that Chief Marketing Officers need our empathy as well.

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