The Blake Project

Brand strategy is the business case for change at a brand level. It envisions the future position of a brand in the marketplace, based on the company’s wider business aspirations and its ability to deliver and market brands that align with that desired position. Branding Strategy Insider is the global thought leader in helping brands reach that mark. We offer 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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Derrick Daye
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Brand Identity

Using Behavioral Science To Refresh Your Brand

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Using Behavioral Science To Refresh Your Brand

Brand identity is an important component of a marketer’s brand strategy. It is the vehicle by which marketers grow distinctive brands by building:

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Customer Insight

Segmentation Reveals Marketing’s Easiest Targets

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Segmentation Reveals Marketing's Easiest Targets

Done well, market segmentation can do so much.

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Brand Culture

How Employee Trust Leads To Trusted Brands

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How Employee Trust Leads To Trusted Brands

Every year, I look forward to the findings published by Edelman in their annual Trust Barometer. 2019’s findings paint a picture of a world where the nature of trust has changed profoundly.

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Brand Marketing

Marketing And The Fallacy Of Short-Term Selling

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Marketing And The Fallacy Of Short-Term Selling

Most marketers assume that, if you look after the short-term, the long-term will look after itself.

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Customer Insight

How Segmentation Drives Brands

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How Segmentation Drives Brands

At the heart of everything that marketers do resides a notion so fundamental, so basic, it is the engine that makes the free market tick.

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