The Blake Project

Why a Branding Strategy Resource?

At The Blake Project we help organizations achieve brand insistence, using proven brand strategy techniques to create robust brands that build and sustain trust. Branding Strategy Insider is the global thought leader in brand strategy and brand education and is an extension of our efforts to help marketing oriented leaders and professionals build tangible brand equity. Through thought pieces from some of the world’s leading brand thinkers we strive to promote debate and conversation about the value and role of brand in today’s businesses, offer a 360-degree perspective of the rapidly evolving discipline of brand strategy, and advance the discipline of brand management.

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Derrick Daye
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Brand Management

Building Brands On Consumer Tasks

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Building Brands On Consumer Tasks

In the mid to late 2000s, online retailers were driving down prices on consumer electronics. As competition increased and margins thinned, Circuit City tried a number of tactics to weather the storm.

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Brand Research

Brand Insights From The Deepest Level Of The Mind

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Brand Insights From The Deepest Level Of The Mind

In 2005 Malcolm Gladwell’s best-selling book “blink” brought into focus the idea that the nonconscious level of the mind is tremendously important in determining how people think, feel and behave.

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Naming

Changing Your Brand Name

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Changing Your Brand Name

Recently, Dunkin’ Donuts announced that it was looking at dropping the ‘Donuts’ part of its name in selected stores in order to highlight there’s more to the brand than the products it’s synonymous with. Is that a smart move?

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Brand Storytelling

How Brands Can Adapt To Media’s Decline

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How Brands Can Adapt To The Media’s Decline

The age of disruption is full of contradictions and exceptions. Reuters 2017 Digital News Report reminds us that the digital revolution has wreaked disastrous effects on the media.

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Brand Messaging

How Brands Can Convert Noise To Signal

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Advertising: Converting Noise To Signal

It’s the next thing out of most people’s mouths the moment I tell them I work in marketing. They hate ads, there are too many of them, and who’s got time to watch television these days anyway?

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