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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Brand Marketing

Brands And The Decline Of Influencer Trust

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Brands And The Decline Of Influencer Trust

There’s new evidence that suggests we may have passed the peak of influencer marketing.

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Brand Marketing

Brands Need To Adopt A Two-Way Creative Brief

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Brands Need To Adopt A Two-Way Creative Brief

Two-way conversations start with two-way briefs. Unless you want to talk to yourself.

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Brand Purpose

The Rising Value Of Brand Purpose In Private Equity

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The Rising Value Of Brand Purpose In Private Equity

Earlier this year Larry Fink, Chairman and CEO of Blackrock, published his annual letter to CEOs titled ‘A Sense of Purpose’.

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Customer Insight

Solving Brand Problems With Behavioral Science

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Solving Brand Problems With Behavioral Science

One of the appealing aspects of behavioral science is that rather than being a single, over-arching theory, it’s a broad collection of biases.

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Brand Management

Build Your Brand On Meaning, Not Marketing

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Build Your Brand On Meaning, Not Marketing

To celebrate women’s empowerment, department store Harvey Nichols is changing their name to Holly Nichols for the month of September. This reminds me of the stunt IHOP pulled a few months ago when they changed their name to IHOB.

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