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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Building Emotional Connections

3 Triggers For Building Emotionally Charged Brands

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 3 Triggers For Building Emotionally Charged Brands

The latest wave of the Kantar Millward brown’s AdReaction study shows that Gen X, Y and Z are sick of advertising; 85% of them avoid ads and 34% of them use ad blockers.

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Brand Management

How Unilever Is Setting A New Standard For CPG

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How Unilever Is Setting A New CPG Standard Fpr CPG

This may sound odd but I was delighted when Kraft Heinz’s proposed deal to buy Unilever fell through this week. I’ve never worked for Unilever, don’t know anyone who works there and don’t really have much passion for their products.

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Brand Management

Brands Must Give Customers More Evidence

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Brands Must Give Customers More Evidence

Declining trust in media institutions, governments, and corporations is leaving a vacuum which brands might fill.

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Brand Management

The Six Attributes Of Human-Centric Brands

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Building The Six Attributes Of Human-Centric Brands

Understanding the human side of customers through digital anthropology studies is the important first step of human-centric marketing.

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Advertising

Digital Advertising Requires Balanced Metrics

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Digital Advertising Requires Balanced Metrics

In the spring of 1902 the Hanoi governor was worried: a bubonic plague outbreak threatened to spiral out of control. The governor wanted to exterminate the city’s rats but he lacked the necessary staff. After puzzling over his conundrum he had a brainwave: a bounty for every rat’s tail handed in.

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