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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Brand Management

Imitation: The Weakest Brand Strategy

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Imitation: The Weakest Brand Strategy

For some organizations the temptation to copy the value created by others is too hard to resist.

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Brand Culture

Revive The Culture To Revive A Brand

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Revive The Culture To Revive A Brand

At the turn of the 21st century, Scandinavia’s top advertising agencies were invited to pitch for the most prestigious advertising account in Scandinavia: Scandinavian Airline Systems (SAS). One of Europe’s oldest airlines, SAS is owned to a large extent by the governments of Norway, Sweden and Denmark.

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Brand Management

Accounting For Risk In Brand Management

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Accounting For Risk In Brand Management

Accounting for risk is an important part of informed and responsible marketing budgeting and planning. Simple net present value (NPV) analysis uses the expected values of sales and costs and ignores any variations in these numbers.

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Brand Management

IP Guide To Developing Promotional Campaigns

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IP Guide To Developing Promotional Campaigns

As a brand licensing strategist I spent five years at the NBA, which in addition to basketball was known as ‘Nothing But Attorneys’. Fortunately those attorneys were fantastic in-house counsel to whom we had access, and they were happy to pass on their knowledge – especially to those who were prepared, eager to learn and understood the importance of protecting the collective intangible assets of the NBA.

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Brand Strategy

3 Ways To Grow A Brand-Led Movement

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3 Ways To Grow A Brand-Led Movement

Five years ago, REI took a bold stand against the hyper-consumerism that reaches its zenith every year on the Friday following the US holiday of Thanksgiving aka Black Friday. As with previous years, REI will close its stores, cease processing online payments, and pay its 13,000 employees to ‘Opt Outside’ for for the day. Only this year, the brand now says it, and its members, need to do more.

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