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 Definitions

How Is The Term Brand Defined?

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How Is The Term Brand Defined?

We use the term “brand” with such frequency, such alacrity, and such assurance, you’d almost think we know what it means.

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Brand Research

Infusing Empathy In Survey-Based Market Research

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Incorporating Empathy In Survey-Based Market Research

Surveys are perhaps the most popular data collection tool available to marketers.

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Brand Marketing

The Difference Between Hollywood And Marketing

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The Difference Between Hollywood And Marketing

Hollywood and the marketing industry have a lot in common: both create fantasy worlds that spark our imagination. Both build dreams.

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Brand Purpose

Every Brand Purpose Must Be Defended

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Every Brand Purpose Must Be Defended

Shaping, guiding and controlling brand story used to be much simpler. In the “read-only” society (a term I learned from Geoff Colon) brands communicated and people could only listen.

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Brand Management

3 Ways To Build Brands That Are Culturally Relevant

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3 Ways To Build Brands That Are Culturally Relevant

For most of human civilization, public institutions have shaped, if not controlled, the building blocks of culture – the language, arts, conventions, beliefs and knowledge that bring meaning to our social lives.

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