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 Storytelling

7 Ways To Use Story To Inspire Brand Change

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7 Ways To Use Story To Inspire Brand Change

At some stage, many marketers will be called upon to explain why a brand change is needed. Here’s how to frame the business case as a story, using a combination of learnings from this article on the uptake of slow ideas and Freytag’s Pyramid.

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Brand Growth

Brands Beware Of Adjacency As A Growth Strategy

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 Brands Beware Of Adjacency As A Growth Strategy

“What adjacencies should we enter?” Over the last decade, this question has become synonymous with asking, “How should we grow?” in almost every major company around the world.

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Business to Business (B2B)

How B2B Brands Can Map Marketing Strategy

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How B2B Brands Can Map Marketing Strategy

Back in May, Emmanuel Probst shared that brand growth requires a full-funnel approach. While this is true for all brands, it becomes especially critical in B2B, where purchase cycles are usually much longer and involve multiple people with different responsibilities around the final purchase decision.

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Brand Management

4 Mistakes Brands Make About Human Behavior

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4 Mistakes Brands Make With Human Behavior

Recently, University of Chicago professor Richard Thaler was awarded the Nobel Prize in Economics for his work on the decision-making habits most people are prone to when it comes to making purchase decisions.

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Brand Marketing

The Psychology Of Influencer Marketing

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The Psychology Of Influencer Marketing

For years, brands relied on actors, singers, athletes and other ‘traditional’ celebrities to endorse their products in commercials.

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