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 Management

How Brands Compete And Win

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How Brands Compete And Win

Competitive brand battles can be drawn out affairs, outlasting the tenures of several management teams.

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Brand Storytelling

Brand Storytelling: Focus On People Not Products

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Brand Storytelling: Focus On People Not Products

The harsh truth is: stories are shared because audiences find them interesting, not because they belong to a brand.

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Business to Business (B2B)

How B2B Brands Succeed With Thought Leadership

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How B2B Brands Succeed With Thought Leadership

B2B brands have long used thought leadership as a way for customers to gain access to the brand’s specialized expertise.

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Brand Innovation

Why Brands Are Crucial To Innovation

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Why Brands Are Crucial To Innovation

Here’s a thought experiment. Imagine the engineers working in the product development labs at Volkswagen A.G. develop three innovations:

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Brand Engagement

The One Competitor Marketers Underestimated

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The One Competitor Marketers Underestimated

Looking back at 2018, there’s one competitor we underestimated this year.

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