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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Derrick Daye
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Brand Marketing

How Brands Can Avoid Overpaying For Media

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How Brands Can Avoid Overpaying For Media

The winner’s curse, a finding based on economic theory, should concern brands.

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Brand Management

The New Era Of Brand: Data, AI & Consumer Control

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The New Era Of Brand: Data, AI & Consumer Control

Five years ago, hot on the heels of some significant global rebranding work and regional talent branding successes, I wrote a book titled “Brand and Talent.

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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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