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 Strategy

Building Brands On Inconsistency And Change

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Building Brands On Inconsistency

Fashion is characterized by both flocking behavior and a desire for differentiation. Consumers want to belong to a group, while at the same time asserting their individuality, both as a person and through their style.

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Brand And Business Books

13 Brand And Business Book Recommendations

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13 Brand And Business Book Recommendations

Working with brand, we are always looking for informed and intelligent thinking on the key topics surrounding it. Only by constantly learning can we bring new and relevant knowledge and opinion to our work. Here’s a selection of the books that have helped give us a richer appreciation and understanding of the role brand plays – economically, socially, and culturally.

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Business to Business (B2B)

The Age Of Human-Centric B2B Brands

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The Age Of Human-Centric B2B Brands

B2B enterprise has always felt like a second cousin to popular consumer brands like Pepsi, Apple, Nike and Beyoncé. B2B markets are more niche, their budgets typically smaller and B2B products and services are not always influenced by popular media. This has resulted in B2B brands assuming a second class status that is not always accurate.

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Brand Crisis

Solving Brand Crisis By Breaking Patterns

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Solving Brand Crisis By Breaking Patterns

When the workers of the Norsk Hydro PVC plant in Stenungsund on the west coast of Sweden came to work in the early morning one day in 1996, a young man in an orange overall was chained to the factory gates as though crucified.

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Brand Storytelling

The Drivers Of Viral Brand Messaging

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The Drivers Of Viral Brand Messaging

In their research paper ‘What makes online content viral?’, Jonah Berger and Katherine Milkman show how surprise is one of the most important requirements of content, after practical value and interest. Practical value and interest are usually addressed at the product innovation and development stage, but surprise can be effectively used later on, as well.

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