The Blake Project

Branding Strategy Insider is the global thought leader in brand strategy and brand education offering marketing oriented leaders and professionals actionable insights and a 360-degree perspective of the rapidly evolving disciplines of brand strategy and brand management. Through thought pieces from some of the world’s leading brand experts we strive to promote debate and conversation about the value and role of brand in today’s businesses. 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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Marketing To Women

Building Brands For The Women Over 50 Market

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Building Brands For The Women Over 50 Market

A few years back JWT Intelligence published an interesting report called The Elastic Generation to describe a misunderstood group of Brits in their 50s and 60s that were not getting enough attention from brands.

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Customer Experience

How To Map Your Customer’s Journey

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 How To Map Your Customer's Journey

To identify the opportunities for growth along the customer lifecycle, it is first important to understand the customer’s experience engaging with the company and its product or service.

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Brand Differentiation

How Business Capabilities Can Differentiate Brands

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How Business Capabilities Can Differentiate Brands

In her book The End of Competitive Advantage, Rita Gunther McGrath argues that any individual advantage in the marketplace today is likely to be fleeting, and that companies therefore need to be constantly investing in their next-generation business model and new capabilities that will differentiate it.

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Brand Meaning

How To Align Brands With The Codes Of Culture

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Surprisingly, many global brands continue to stumble due to profound insensitivity to the cultural context.

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Brand Growth

Why Venture Capitalists Dominate New Markets

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Why Venture Capitalists Dominate New Markets

The success of the Venture Capital (VC) industry is staggering.

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