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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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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Brand Management

3 Reasons Why Your Brand Will Fail

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3 Reasons Why Your Brand Will Fail

Today I’m going to share something you will think is negative that is actually positive. It’s positive because it’s a learning lesson for all of us in what Geoffrey Moore eloquently called the “Crossing the Chasm” period of business history. Or what Peter Drucker noted was a movement from the industrial economy into the cognitive post-capitalist world.

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Brand Management

6 Ways Brands Can Keep Calm And Carry On

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Keep Calm And Carry On Branding

It’s a cultural marque in its own right, but in these turbulent times, it’s also a highly relevant piece of advice.

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Brand Management

How Brands Create Value For Customers

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How Brands Create Value For Customers

In order to provide value to companies, brands must first provide value to customers. But how do companies make their brands valuable to customers?

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