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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Building Emotional Connections

Leading Brands Aim For The Heart Not The Mind

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Leading Brands Live In The Heart Not The Mind

For much of its existence, the theory behind marketing was simple: if you have the means to create a message and the wealth to distribute it, you can control the dialogue about your company or product. When people feel a certain way, however, more words won’t change their minds. But new feelings may.

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Brand Innovation

Finding High-Potential Avenues For Brand Growth

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Finding High-Potential Avenues For Brand Growth

It’s not enough to have a strong vision or a single great idea. To successfully innovate—in a way that doesn’t mimic every other competitor—you need to see the range of opportunities open to you.

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Brand Management

Are Brands Built For Scale Headed For Extinction?

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Are Brands Built For Scale Headed For Extinction?

2016 has been a difficult year for many individuals and organizations. Political parties, once the pride of organizational design to define leadership in the world now mean less and less after several outlier personalities have begun to dictate a new narrative.

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Brand Management

5 Ways Brands Can Avoid Equity Hijacking

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5-ways-to-clarify-your-brands-viewpoints

It’s happened to Doc Martins, Burberry and others over the years: groups turned their brand into a symbol of something the brand itself did not believe or endorse. This time it’s New Balance.

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Brand Innovation

Innovating Brands On Function And Emotion

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Innovating Brands On Function And Emotion

When thinking about how to launch a new product or bring in new customers, too many companies focus on what people are currently buying.

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