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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Chief Marketing Officer

Empathy For The CMO

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Empathy For The CMO

Customer empathy is a widely discussed topic for building brands today. It’s clear that Chief Marketing Officers need our empathy as well.

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Brand Management

How Brands Can Combat The Silo Threat

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 How Brands Can Combat The Silo Threat

We’ve all been there: After keying (or speaking) personal data into a customer support system, a human (or bot) comes on the line and promptly asks you for the exact same information that you just entered.

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Brand Management

5 Keys To Understanding Your Brand’s Competition

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5 Keys To Understanding Your Brand’s Competition

As a brand strategist, a favorite part of any presentation I give to clients is a section on their brand’s competitors.

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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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