The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow 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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Recession Marketing

6 Recession Strategies For B2B Brands

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6 Recession Strategies For B2B Brands

All the signs seem to point to a looming recession. Of course, recessions are almost always driven by emotional angst, and with every nervous sell-off or panicky tweet we set our course more firmly. Humans are nothing if not herd animals.

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Brand Management

Leveraging The Unifying Power Of Brands

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Leveraging The Unifying Power Of Brands

During the golden age of social media, before privacy concerns became widely known, you’d often see slide decks about how people want to have conversations with brands.

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Brand Management

How Brands Can Shape Positive Customer Feelings

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How Brands Can Shape Positive Customer Feelings

Often, as marketers, strategists, and leaders, we want only high-level interpretations of meaningfulness—brand recall, favorability, and preference. But that idea of meaningfulness can shift: media planners maximize against reach, PR professionals report in impressions, and brand managers worry about market penetration.

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Branding and China

How Brands Can Navigate China’s Streaming Market

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How Brands Can Navigate China’s Streaming Market

An astounding 98% of people in China experience the internet through their mobile phone, which instantly makes over 800 million users a formidable cohort for marketers to tap into. When combined with the steady growth of the Chinese middle-class, it is clear to see business opportunities in what is now the world’s biggest retail market.

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Branding: Just Ask...

Brand Strategy vs. Brand Positioning

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Brand Strategy vs. Brand Positioning

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Mike, a Marketing VP in Chicago, Illinois who has this question about the relationship between brand strategy and brand positioning.

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