The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals build strong brands. 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 Management

Brands Must Replace Friction With Empowerment

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Brands Must Replace Friction With Empowerment

Friction is the difference between the way things are and the way they should be. It’s the big things that prevent us from being who we want to be. It’s the little things that prevent us from doing what we want to do.

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Big Data

Fortune Favors The Brands With The Right Data

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Fortune Favors The Brands With The Data

Over at AdForum.com Jacques Van Niekerk, Wunderman Data’s CEO, shares his perspective on why agencies are merging with data companies.

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Brand Strategy

Brand Strategy Before Business Strategy

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Brand Strategy Before Business Strategy

Until a few years ago, my answer to the common question on how business strategy and branding strategy are related was that the business strategy comes first, because that is a ‘long term plan of action designed to achieve a particular goal or set of goals or objectives’.

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Brand Management

Leading Brands Remove Life’s Frictions

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Leading Brands Remove Life's Frictions

Macro friction is at the category level. Micro friction is at the brand level. As in economics, friction can be categorized into macro and micro.

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Brand Management

Managing Brand Perceptions

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Managing Brand Perceptions

The word ‘branding’ no longer properly describes what practitioners of branding mean today. Nor does it describe what they want the word to stand for.

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