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 Growth

Brands Must Compete On What Matters Most

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Brands Must Compete On What Matters Most

The world seems plagued by a crisis of leadership. Declining trust in government institutions, media, and civic leaders has been a well-documented trend for many years.

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Brand Innovation

Brands Must Redefine Their View Of Competition

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Brands Must Redefine Their View Of Competition

A few years ago, we were in a meeting with a consumer goods company talking about the way Trader Joe’s laid out its product displays. The conversation quickly turned into an assault on how inefficient the design was and how it was violating a number of product display rules that the rest of the industry had learned years ago.

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Brand Strategy

Using Brand Communities To Fight Low Cost Rivals

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Using Brand Communities To Fight Low Cost Rivals

Classic business strategy proposes three equally viable ways to create customer value and achieve competitive advantage – operational excellence, product leadership, and customer intimacy.

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Brand Leadership

How Over-Commitment Builds Brand Leaders

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How Over-Commitment Builds Brand Leaders

Every day, brand owners are pitched opportunities to take their brand in a ‘new’ direction or to stay the course—by colleagues, by their agencies, because of the actions of competitors or by delegations of customers or suppliers. It can be, as many a marketing manager has told me, bewildering.

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Brand Strategy

National CPG Brands Face A New Challenger

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Brandless Brand Strategy

Loyalty, especially in certain categories, is becoming harder for some brands to earn.

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