The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow brand value. Search this site for thousands of thought pieces from world-renowned experts and luminaries, featuring actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. 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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Recession Marketing

6 Ways Brands Can Respond In A Recession

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6 Ways Brands Can Respond In A Recession

Some economists believe that markets are cyclical, others see them as random. But all agree that economics is about deciding what’s valuable, and in times of uncertainty people re-evaluate what is valuable in their lives and what is not.

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Brand Strategy

Putting Joy At The Center Of Brand Strategy

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Putting Joy At The Center Of Brand Strategy

If happiness is a state of being which at times can be vague, joy is an intense, fleeting emotion that we experience physically, in small moments. While the pursuit of happiness is a long-term endeavor, little moments of joy are easier to find and more accessible.

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Product Marketing

How Product Categories Influence Brand Loyalty

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How Product Categories Influence Brand Loyalty

There’s been some debate lately about whether brand loyalty is disappearing. Some business and marketing observers have tried to tie an overall decline in brand loyalty to a similar decline of loyalty in society generally.

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Branding & Retail

Why The Future Of Retail Requires Imagination

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Why The Future Of Retail Requires Imagination

We’ve written about experiences being the latest frontier in retail: How brand activations through pop-ups like the Taco Bell hotel in Palm Springs or the Cheeto’s gourmet restaurant in New York offer memorable ways to extend the brand story; How Instagram-friendly destinations like the Museum of Ice Cream offer unique opportunities for brand partnerships; How China’s virtual showrooms bring back memories of childhood.

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Branding: Just Ask...

The Benefits Of Optimizing Brand Architecture

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The Benefits Of Optimizing Brand Architecture

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers. Today we hear from Cathy, a VP of Marketing in Toronto, Canada who has this question about brand architecture strategy.

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