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 Repositioning

When To Reposition A Brand

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When To Reposition A Brand - Disruption

When to reposition a brand should be widely known and well accepted among marketing professionals, but it is not. Brand repositioning is necessary if one or more of these conditions exist:

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Brand Strategy

How Brands Can Acknowledge Alternatives

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How Brands Can Strategically Acknowledge Alternatives

Very often in developing brand strategy, marketers studiously consider the competition, but seldom consider the alternatives to their brand. They don’t have to be the same thing. In fact, sometimes the alternative to choosing the brand may be to simply “do without” or “do something else.” And if we’re honest with our desired customer, and ourselves, considering the alternatives may be a logical and even desirable course of action in some cases.

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Brand Strategy

Brand Different Versus Brand Difference

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Brand Different Versus Brand Difference Strategy

Differentiation is acknowledged by most as the goal that every marketer should be seeking. But the enthusiasm for the pursuit masks a common misunderstanding – in the context of brand strategy, different and difference are not one and the same.

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Brand Licensing

Licensing A Pharmaceutical Brand

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Selena Gomez Celebrity Endorsement

Pharmaceutical companies make substantial marketing investments across the life cycles of their products to build brand power and value in the market. As a result, today’s major pharmaceutical companies have significant equity tied to their brands, making them valuable assets. Layer on positive consumer relationships, said asset takes on even greater value.

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Brand Licensing

Licensing’s Role In Brand Growth

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Licensing's Role In Brand Growth

Licensing continues to be a powerful option for accelerating growth and extending the value of brands, making the decision to begin a licensing program a key consideration at strategy meetings worldwide. For those brands exploring licensing today and what impact it may deliver, consider the following.

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