The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow 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 Extension

The Risks And Rewards Of Brand Extension

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The Risks And Rewards Of Brand Extension

We live in a time when consumers are in control. With greater access to information, choice in products and services, brands have found themselves shifting rapidly to adapt to what this new consumer not just wants but expects a brand to deliver.

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Brand Innovation

Creating Value With The Jobs To Be Done Theory

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Creating Value With The Jobs To Be Done Theory

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Patrick, a Brand Marketer in Los Angeles, California who has this question about the Jobs To Be Done theory and it’s role in value creation.

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Brand Strategy

Integrating Brand Strategy And Positive Psychology

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Integrating Brand Strategy And Positive Psychology

Barbara Frederickson is a leading researcher in the field of social psychology and positive psychology. That is, she studies love and other positive emotions such as joy, inspiration, and pride, through the lens of social science, rooted in research studies, hypothesis, and data.

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Brand Purpose

Why Brand Purpose Is Wishful Thinking

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Why Brand Purpose Is Wishful Thinking

The idea that what we perceive is not an objective reflection of the physical world stretches back to the 1940s and the New Look school of psychology.

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Customer Experience

4 Cornerstones Of Customer Experience

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4 Cornerstones Of Customer Experience

There are four factors that create a sustainable, extraordinary, successful customer experience in any kind of businesses.

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