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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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Brand Management

The Convergence Of B2B And B2C Brand Marketing

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The Convergence Of B2B And B2C Brand Marketing

Many years ago, Disney released a film called “Freaky Friday” in which a mother and her daughter end up switching bodies. In the last few years, I’ve noticed a similar trend happening in how B2B and B2C brands approach their marketing.

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Brand Management

Three Ways AI Will Make Us Better Marketers

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Three Ways AI Will Make Us Better Marketers

Marketers in both the US and UK report that their digital marketing spend has grown in the past couple of years. You can see that pronounced increase in social media, email, web content, and more online advertising efforts.

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Business to Business (B2B)

How Emotions Drive B2B Purchase Decisions

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How Emotions Drive B2B Purchase Decisions

We like to think we’re rational and logical, that we identify then assess the options, evaluate the consequences then make solid, well-thought-through and reasoned decisions. But the decisions we make are primarily influenced by the emotions we feel.

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Branding: Just Ask...

Migrating Multiple Brands To One

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Migrating Multiple Brands To One

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Diego, a CMO in Santiago, Chile who has this question about brand portfolio strategy.

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Brand Management

Brands: Society’s Change Agent

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Brands: Society's Change Agent

Last week, I offered some examples of how brands are building personal relationships, going way beyond their traditional business interests to advocate for societal change.

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