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 Management

5 Fixes For Under-Performing Brands

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5 Fixes For Under-Performing Brands

Smart brand managers actively manage their brand portfolios for maximum collective and individual brand return. If you’ve recently re-assessed your brand portfolio and identified what appear to be one or a number of under-performers, there are a range of options you can pursue to fix that situation.

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Brand Architecture

The Strategy And Death Of The Scion Brand

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The Strategy And Death Of The Scion Brand

Scion, offshoot of Toyota and heir to the fortune, is dead. Sometimes criticized for its ugly appearance: “A car which can easily be mistaken for an abandoned fridge when parked,” it tried hard to be one of the cool kids. But, in the end, it didn’t make enough young friends, it cost its parents too much money, so they killed it.

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Brand Sponsorships

5 Conditions For Big Brand Sponsorships

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 Big Brand Sponsorship Strategy Apple 1984

Some events, like the Olympics, Formula One and the FIFA World Cup, attract huge audiences. If you’re a smaller brand looking to change how you are perceived, is it a responsible action to bet everything you have on being seen there?

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Building Emotional Connections

Igniting Brand Growth Via Emotional Connections

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Building Emotional Connections To Your Brand Via Research

Nobel Prize winning research in neuroscience and behavioral economics proves that all humans are irrational, emotional creatures. Both marketers and consumers believe they are in control of their decisions, but research is increasingly proving that assertion wrong. There is something deeper going on at a subconscious emotional level. Marketers that understand this and that harness the power of emotions are today’s true brand builders and are uncovering new opportunities for growth faster than their competitors.

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Customer Experience

7 Customer Experience Mistakes Brands Make

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7 Customer Experience Mistakes Brands Make

It’s widely known, and too often forgotten that brands stand or fall based on the customer experiences they create. If your customer experience is in free fall, one or more of these seven mistakes are most likely to blame.

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