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 Storytelling

Brand Storytelling With Logic And Emotion

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Brand Storytelling With Logic And Emotion

Brands would do well to follow Gramma B’s advice for falling in love: 
“Half with the head, half with the heart.”

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Branding & Retail

3 Brand Lessons From China’s Virtual Showrooms

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3 Brand Lessons From China’s Virtual Showrooms

In many ways, emerging markets are one of the best places to look for what’s cutting edge and breaking through in retail.

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Advertising

How Advertising Signals Brand Power

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How Advertising Signals Brand Power

In the nineteenth century Charles Darwin was struck by a number of oddities in the natural world that contradicted his theory of evolution.

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Brand Positioning

Confusing Brand Positioning With Brand Purpose

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Confusing Brand Positioning With Brand Purpose

There was a period between about 2016-2017 where many brands seemed to conflate purpose and positioning.

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Brand Storytelling

How To Infuse Clarity In Brand Stories

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How To Infuse Clarity In Brand Stories

What happens when employees see changes unfold and decisions get made without access to a clear story about what’s going on?

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