The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow business and 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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Brand Management

Creating A Niche Famous Brand

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Creating A Niche Famous Brand

Ask anyone who has even a passing interest in New Orleans brass bands and they will tell you they know of The Dirty Dozen Brass Band. Ask pretty much anyone else, and you’re likely to get a shrug of the shoulders were you to mention their band name. You see, fame’s a funny thing really isn’t it. We all know of the type of fame you see in your Pacino’s, Beckham’s, and Beyonce’s of the world. But what’s easily forgotten is that there is a different type of fame – what we might call ‘niche fame’.

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Brand Management

Why Brands Really Matter

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Why Brands Really Matter

Clearly, products and services link to our feelings and behaviors. But just how tight are these linkages, and how important are they to marketers?

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Brand Management

Building Brands For A Commitment-Free Economy

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Building Brands For A Commitment-Free Economy

Mercedes canceled its subscription service, Mercedes Collection. The two-year old pilot offering fee-based access to 30 different models, insurance, roadside assistance and maintenance had about 100 participants. Mercedes Collection gave people a car-driving option other than a purchase or a lease.

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Brand Management

Brand Revitalization And Changing Customer Needs

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Brand Revitalization And Changing Customer Needs

Brand revitalization requires finding and satisfying a new, important customer need. Brand success requires being the best at something relevant and differentiated. It means never taking your eye off of changing customer needs.

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Brand Management

How Purchase Decisions Are Made

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How Purchase Decisions Are Made

The chart shown above is an evolution of one that I helped create at Kantar. It is my attempt to summarize as clearly and simply as possible the process by which people choose between brands based on their intuitive and deliberative thinking. I would love to hear your thoughts about it, good, bad, or indifferent. But first, let me lay out my thinking behind the chart.

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