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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Industry Issues

How Marketers Can Change Agency Culture

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How Marketers Can Change Agency Culture

In 2016 Avi Dan a NY based Agency search consultant wrote an article in Forbes titled Why Aren’t Women Starting Their Own Ad Agencies?

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Brand Management

Segmenting The Market For Power And Profit

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Segmenting The Market For Power And Profit

You’re either pregnant or you’re not. And the market for pregnancy testing kits would appear to be similarly dichotomous: you either need a pregnancy test kit, or you don’t.

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Brand Strategy

Brand Strategy: Differentiation Versus Centrality

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Brand Strategy: Differentiation Versus Centrality

Brands in a category are typically more similar than they are different. They have to be. They’re both trying to appeal to the large middle of the market.

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Brand Identity

Using Behavioral Science To Refresh Your Brand

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Using Behavioral Science To Refresh Your Brand

Brand identity is an important component of a marketer’s brand strategy. It is the vehicle by which marketers grow distinctive brands by building:

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Customer Insight

Segmentation Reveals Marketing’s Easiest Targets

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Segmentation Reveals Marketing's Easiest Targets

Done well, market segmentation can do so much.

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