NEW THINKING
If you find our thinking on brand strategy and brand management useful and want to bring that thinking into your organization, The Blake Project develops customized brand education programs for marketing teams, leadership teams, and growth teams.
We see brand education as more than learning the language of branding.
It is about building the capability to make better business decisions through the lens of brand.
Today, brand leaders must understand how brand affects growth, pricing power, differentiation, customer confidence, culture, conversion, retention, and enterprise value. They must know how to connect strategy to behavior, align teams around a common direction, and make the brand useful inside the daily decisions that shape business performance.
That is what our brand education programs are designed to do.
Brand Learning For Business Performance
Brand education and training are core competencies of The Blake Project, the strategic brand consultancy behind Branding Strategy Insider.
As practitioners, educators, and advisors, we design interactive learning experiences that help teams understand essential concepts in brand strategy, brand management, and brand performance, then apply those concepts to real business challenges.
Our programs help organizations answer questions such as:
- What does our brand need to do for the business?
- How does brand create preference, confidence and pricing power?
- How do we make positioning actionable across teams?
- How do we reduce customer confusion and improve choice?
- How should brand architecture support growth?
- How do we connect brand decisions to measurable outcomes?
- How do we turn brand strategy into behavior, culture and execution?
The goal is not training your people.
The goal is to build brand judgment across the organization.
Breaking Free From Yesterday’s Learning Format
With somber accuracy, futurist Alvin Toffler once predicted, “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn.” Who among us represents today’s illiterate? At the present pace of change, certainly more marketers than we can imagine. We are either part of the old or part of the new.
The relearning required for 21st-century marketers is at the center of our approach to preparing marketers for brand leadership in an age of disruption.
Change is hard. That is why the future can look so much like the past, and why brands and the marketers who manage them often lose their edge and their place in the future. For organizations that see comfort zones as dangerous places, we design unique learning experiences around your marketing team’s most pressing topics. These learning experiences challenge today’s thinking about brands and brand management. They help prepare marketers for tomorrow. They break free from yesterday’s learning format.
At The Blake Project, we believe an organization’s competitive future is inextricably linked to its ability to nurture big ideas and the people bringing them to life. With that in mind, we create unique learning experiences for lasting impact.
We have trained thousands of executives and marketers worldwide at all levels of understanding and across all aspects of brand building. As thought leaders and brand education innovators, we originated an immersive, competitive-learning format that considers all learning styles and challenges participants to solve real-world marketing problems. Our approach is widely regarded as one of today’s preferred learning methods.
Compete. Win. Learn.
Featuring Brandingo: The Brand Management Safari, marketers compete and learn on teams in a fun, gamified format that infuses skill and chance and emphasizes participation over observation for memorable learning outcomes.
We account for all learning styles, tap into the full expertise in the room, and ensure participants leave with a deeper perspective on the rapidly evolving disciplines of brand strategy and brand management, along with actionable insights, tools and techniques for building strong brands.
As in your marketplace, some will win, some will lose, and all will learn.
Brand Academies And Centers Of Excellence
For organizations seeking to build long-term brand capability, The Blake Project can design and develop custom brand academies, learning journeys, and brand centers of excellence.
These may include live workshops, executive sessions, team training, digital learning, mobile learning, on-demand modules, playbooks, tools, templates, and ongoing facilitation.
Brand academies can help organizations build a common language for brand and growth, align leadership and marketing teams, improve brand decision-making across functions, strengthen customer experience consistency, support brand architecture, positioning, or rebranding initiatives, activate brand strategy inside culture and behavior, improve collaboration between marketing, sales, product, HR, and leadership, and connect brand management to business performance.
Human capital is one of the greatest assets of every organization. Brand education helps that asset perform with greater clarity, confidence and alignment.
Sample Topics
The Blake Project designs brand education and training programs around the specific needs of each organization.
Sample topics include:
- Brand strategy for business performance
- Brand positioning and differentiation
- Building a challenger brand
- Brand architecture and portfolio strategy
- Brand equity and brand performance measurement
- How brand creates pricing power
- Customer confidence and risk reduction
- Brand storytelling and messaging
- Brand culture and internal alignment
- Customer experience strategy
- Brand governance and decision-making
- Growth strategy through the lens of brand
- Behavioral science and customer choice
- Purpose-driven brand strategy
- Brand innovation and value creation
- Building brands on meaning, not marketing
- Brand leadership in an age of disruption
- The future of brand competitiveness
Programs can be designed for executive teams, marketing teams, sales teams, HR teams, cross-functional teams or enterprise-wide audiences.
Who We Have Helped
Some of the world’s most successful organizations have turned to The Blake Project to help prepare their teams for greater performance in highly competitive environments.
Past participants and client organizations include Abbott, Air France/KLM, Bayer, Bloomberg, Bombardier, Darden Restaurants, Equifax, GE, GlaxoSmithKline, HP, Intel, Kawasaki, OgilvyRed, Monsanto, TD Ameritrade, T. Rowe Price, Unilever, and Wyndham Worldwide.
Prepare Your Team For What Brand Must Do Next
Learning in a group environment builds individual capability, strengthens team alignment, and creates shared understanding around the role the brand must play in growth.
If your organization needs to strengthen brand judgment, align teams, improve decision-making, or build the capability to turn brand into a driver of business performance, The Blake Project can help.