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Brand Purpose

A powerful brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit. Branding Strategy Insider explores the best practices in defining an effective brand purpose.

Brand Purpose December 28th, 2016

The Push For Brands To Serve A Higher Purpose

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The Push For Brands To Serve A Higher Purpose

Two powerful forces are combining to push brands to catch up with Peter Drucker’s ideas about them serving a higher purpose.

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Brand Purpose December 06th, 2016

How Brand Purpose Propels Brand Profits

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How Brand Purpose Propels Brand Profits

We’ve all been in those meetings. The subject of the company’s brand purpose comes up and the C-level executives around the table roll their eyes or become fidgety.

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Brand Purpose June 21st, 2016

Brand Purpose In The Experience Economy

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Brand Purpose In The Experience Economy

The source of value for business and for an economy has always come from access to or control of a key resource that people need or want.

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Brand Purpose March 31st, 2016

Purposeful Brand Leaders Show The Way

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Purposeful Brand Leaders Show The Way

One of the most important ways that people learn what a leader’s true motives are, is by what they see him or her do – not just say. This is a principle summed up by Carlos Ghosn, the CEO of Nissan: “Don’t believe what I say; believe what I do.”

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Brand Purpose March 30th, 2016

Killing The Competition Is The Wrong Brand Purpose

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Killing The Competition Is The Wrong Brand Purpose

A few years ago, we were working for a Japanese consumer electronics company whose major competitors included Fuji. At a workshop with the leadership team we asked what their brand purpose was – the reply was “F..k Fuji”.

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Brand Education Programs

Brand Strategy Conference Brand Education Event Brand Training Marketing Conference

“Your future depends on many things, but mostly on you.” ~ Frank Tyger

If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning engagement for you.

Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.

Additionally, we host a unique competitive-learning event annually: The Un-Conference: 360 Degrees of Brand Strategy for a Changing World featuring Brandingo: The Brand Management Safari Game. Here, marketers compete and learn on teams in a fun, gamified format that features participation over observation and memorable learning outcomes. We tap into the full expertise in the room and participants leave with actionable tools and techniques for building strong brands.

For organizations seeking to transform and mobilize their employees around the brand we custom design and develop brand academies / brand centers of excellence which include live training and distance learning powered by i-STORY, our proprietary learning technology.

Abbott, Air France/KLM, Bayer, Darden Restaurants (Olive Garden, Red Lobster et al), GE, GlaxoSmithKlein, HP, Kawasaki, OgilvyRed, Monsanto, T. Rowe Price, Unilever, U.S. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives.

“Knowledge has to be improved, challenged, and increased constantly, or it vanishes.” ~ Peter Drucker