The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow business and 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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Brand Purpose

How Purpose Is Driving Financial Performance

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How Purpose Is Driving Financial Performance

Marketers may worry that a social purpose will turn off consumers, or at least divert resources that could have been used to win over buyers directly. But brands on a mission are usually rewarded, not penalized, by their customers.

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Customer Insight

5 Concepts For Actionable Segmentation

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5 Concepts For Actionable Segmentation

The segmentation graveyard teems with sorry creatures. Most large organizations – and many small ones – have such a graveyard buried within past market research and strategic plans. Among its disused inhabitants are schemes that:

  • Lack explanatory power for observed behaviors
  • Are incomprehensible due to the dozen-plus variables used to define them
  • Incorporate large “unexplained” buckets for groups that fall outside statistically-derived clusters
  • Have substantial overlap among segments
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Brand Marketing

Marketing: Seven Levers For Changing Minds

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Marketing And Seven Levers For Changing Minds

It has long been a task of marketing to change people’s minds. Perhaps the most difficult task of all as people grasp firmly to their beliefs.

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Brand Innovation

Using Jobs To Be Done For Market Segmentation

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Using Jobs To Be Done For Market Segmentation

Jobs to be Done is a hot concept. Companies as wide ranging as twitter, Nestlé, Clorox, and Cisco have been using the theory to double down on customer-centricity. Given that I co-authored one of leading books on the topic, this development is good news. However, I’m dismayed to see how people struggle with using the framework for market segmentation. They tend to over-simplistically bifurcate markets, define segments around jobs that are actually universally important, or frame the analysis from the wrong starting places (e.g., what people are buying today). There is a much better way.

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Brand Value & Pricing

How The Media Impacts Price Wars

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How The Media Impacts Price Wars

Wars always have casualties, but may not always have a winner. This also goes for business wars, particularly when successive price cuts have companies selling below cost.

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Pod System
Online Payday Loans
Senior Living
Art Jamming Singapore
this video