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 Innovation

Why True Customer Motivations Are Often Missed

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Why True Customer Motivations Are Often Missed

In 1997, Harvard Business School Professor Clayton Christensen published his first seminal work, The Innovator’s Dilemma, which laid out a concept he termed “Disruptive Innovation.” It took a few years for the book to catch on, but eventually its tightly-reasoned, well-evidenced and counter-intuitive approach found deep resonance with innovators worldwide.

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Luxury Branding

An Action Plan For Elevating Brands

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An Action Plan For Elevating Brands

The new millennium brought a major shift to the world of brand building. Brands are no longer just marketing instruments for attracting customers; they are embraced as guiding the enterprise overall, inspiring and engaging internal and external stakeholders.

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Luxury Branding

Amazon’s Impact On Luxury Strategy

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In 2017, the European Court of Justice (ECJ) announced that Coty, the U.S. beauty group, did not break any laws of competition when it forbade a German distributor from selling Coty products on Amazon.de, the German Amazon site. In Europe, luxury products are able to limit sales of their products to only those “stores that maintain their luxury image,” Financial Times reported. The ECJ calls this “selective distribution.”

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Brand Management

6 Factors Behind Lasting Behavior Change

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Our work and home lives have been turned upside-down by COVID, and many businesses have had to find new ways to sell, service, and operate. Some of these changes – while jarring – may stick after the crisis recedes. But which ones? Will virtual learning become routine? Remote teams? Distance selling?

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Brand Management

How Associated Memorable Moments Drive Brands

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Let’s start by defining what we mean by ‘brand’? Brand is a term which is often used to describe a business. A brand is not the business. A brand is shaped in the minds of the consumer – through identity, meaning, and experience – so as such the brand is created and not the creator.

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