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 Differentiation

Sameness Strategy Threatens Brands

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Sameness Equals Weakness For Brands

Our gut instinct as marketers is to go with what is working, because everything in the corporate rewards system is geared towards that: lack of risk appetite; the quest for short term results; even performance incentives. The irony for brands of course is that the more you embrace what works for others, the less likely those ideas are going to work for you.

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Brand Marketing

How Marketers Can Motivate Their Sales Force

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How Marketers Can Motivate Their Sales Force

Becoming an old marketer has few upsides, save perhaps one.

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Brand Purpose

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

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 Management

4 Questions That Unlock Brand Potential

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4 Questions That Unlock Brand Potential

It’s difficult to escape the pervasive influence that brands have on our lives. In the broadest sense, brands constitute the organizing mechanism to help us navigate through each day. What we drink, eat, or drive, what products we use at home and at work, where we play or vacation, where we live, what we watch, what we read, and even who we interact with, and how, are arguably “brand” choices. That is, they are a function of the set of values and perceptions we have about companies, products, services, or even TV shows, people and places that form in our minds.

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