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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Brand Messaging September 24th, 2018

The Power Of Localizing Your Brand Message

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The Power Of Localizing Your Brand Message

It’s Friday afternoon, you work in advertising, so you’re enjoying a lukewarm pint in your crowded local pub. Oblivious to the background chatter, you listen to your colleague’s latest preposterous anecdote. Then your ears perk up: faintly from across the room, you’re sure you heard your name.

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Brand Marketing September 13th, 2018

Brands And The Decline Of Influencer Trust

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Brands And The Decline Of Influencer Trust

There’s new evidence that suggests we may have passed the peak of influencer marketing.

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Brand Marketing September 12th, 2018

Brands Need To Adopt A Two-Way Creative Brief

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Brands Need To Adopt A Two-Way Creative Brief

Two-way conversations start with two-way briefs. Unless you want to talk to yourself.

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Brand Purpose September 11th, 2018

The Rising Value Of Brand Purpose In Private Equity

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The Rising Value Of Brand Purpose In Private Equity

Earlier this year Larry Fink, Chairman and CEO of Blackrock, published his annual letter to CEOs titled ‘A Sense of Purpose’.

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Customer Insight September 10th, 2018

Solving Brand Problems With Behavioral Science

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Solving Brand Problems With Behavioral Science

One of the appealing aspects of behavioral science is that rather than being a single, over-arching theory, it’s a broad collection of biases.

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Brand Education Programs

Brand Strategy Conference Brand Education Event Brand Training Marketing Conference

“Your future depends on many things, but mostly on you.” ~ Frank Tyger

If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning engagement for you.

Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.

Additionally, we host a unique competitive-learning event annually: The Un-Conference: 360 Degrees of Brand Strategy for a Changing World featuring Brandingo: The Brand Management Safari Game. Here, marketers compete and learn on teams in a fun, gamified format that features participation over observation and memorable learning outcomes. We tap into the full expertise in the room and participants leave with actionable tools and techniques for building strong brands.

For organizations seeking to transform and mobilize their employees around the brand we custom design and develop brand academies / brand centers of excellence which include live training and distance learning powered by i-STORY, our proprietary learning technology.

Abbott, Air France/KLM, Bayer, Darden Restaurants (Olive Garden, Red Lobster et al), GE, GlaxoSmithKlein, HP, Kawasaki, OgilvyRed, Monsanto, T. Rowe Price, Unilever, U.S. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives.

“Knowledge has to be improved, challenged, and increased constantly, or it vanishes.” ~ Peter Drucker