The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow 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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Business to Business (B2B)

Building A Thought-Leadership Brand

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Building A Thought-Leadership Brand

Thought leadership, especially for B2B brands, is an important tactic in the marketing and communications toolbox. While it’s growing in popularity there’s new data that points to declining value and effectiveness.

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Brand Valuation

Cash Flow: Marketing’s Top Performance Measure

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Cash Flow: Marketing’s Top Performance Measure

Research by many organizations has established that intangible assets now account for more than 80% of the value of major corporations. Among the largest and most important of these assets are brands.

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Brand Promise

3 Keys To Balancing Brand Promise And Delivery

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3 Keys To Balancing Brand Promise And Delivery

We live in an exciting time where the scope of innovation and technological advances are so common, they’re not just anticipated, they’re expected. The rapid-fire pace at which we’re advancing products and services to make them smarter, more adaptable, and more automated is nothing short of amazing. What impact does this have on the brand promises that are being made?

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Advertising

Reach, Frequency, Advertising And Brands

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Reach, Frequency, Advertising And Brands

Brand building is the aim of marketing. A big component of marketing is communications, the purpose of which is to attract customers to our brand and to persuade them to support it.

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Branding Trends

5 Emerging Brand Trends For 2020

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5 Emerging Brand Trends For 2020

As we enter the final year of the decade we want you to understand what is at stake for brands. Not by making predictions, but by analyzing the recent history and evolution of brands, and realizing that cyclical human behavior is at the center of what is next.

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