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 Management

The Advantage Of Harnessing Consumer Creativity

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The Advantage Of Harnessing Consumer Creativity

Watching TV or spending a week on a sandy beach is relaxing, but not fulfilling. Neither experience is involving, nor will we feel entertained and relaxed for any longer than a few hours, if not minutes after it ends. We find fulfillment in creating and discovering new art, which is no longer the exclusivity of elitist galleries catering to a few well-heeled, overly-educated, individuals. Indeed, art has become more accessible and is now omnipresent in our daily life and through social media. Here in lies an opportunity for brands.

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Brand Management

Amazon’s Increasing Ad Platform Power

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Amazon’s Increasing Ad Platform Power

About two years ago, we wrote about Amazon’s growth as a advertising platform. At that time, more than 70% of online ad revenue was going to Google and Facebook. And while there still is no imminent threat to digital’s big duopoly, a new Forrester report points to some trends that show brands are moving from testing Amazon as a channel to implementing always-on strategies.

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Brand Marketing

How ATSC 3.0 Will Impact Brand Marketing

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How ATSC 3.0 Will Impact Brand Marketing

Companies have sales strategies for their products and distribution. Brand and product messaging rely on content and flow. Today that includes television advertising and the various forms of social media available on multiple devices.

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Brand Management

Building Brands On Customer Passions

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Building Brands On Customer Passions

In a fantastic piece called Meaning Powers a New Era of Brand Strategy, Dr. Martina Olbertova reminds us that, “Brands aren’t just vehicles of branding products, services and experiences. Their primary business is meaning exchange. The primary goal of a brand should be to help people maximize their inner potential and become more of themselves.”

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Recession Marketing

Leveraging Brand Culture To Combat Recessions

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Leveraging Brand Culture To Combat Recessions

Market volatility, tariffs, Brexit, upcoming elections in the US, and economic indicators point to the high likelihood of a recession impacting consumers and brands soon. Last week on Branding Strategy Insider, Corien Kershey offered six recession strategies for B2B brands.

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