The Blake Project

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

How Assumptions Destroyed The Citrus Hill Brand

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How Assumptions Destroyed The Citrus Hill Brand

Even the world’s most successful marketing companies periodically fall into the “assumption trap” where they are confident that they know enough to sell their product without pursuing new information to challenge their assumptions.

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Brand Management

How Brands Can Start Or Serve Social Movements

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How Brands Can Start Or Serve Social Movements

There are over 100 entries on the Wikipedia list of social movements. They include veganism, #metoo, men’s rights, organics, indigenous rights, black lives matter, pro-choice, tea-party and eco-feminism. There’s a prominent note on the page saying, “this list is incomplete, you can help by expanding it.”

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Brand Strategy

Personalization Strategy: Past, Present And Future

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Personalization Strategy: Past, Present And Future

“The future of marketing is bespoke everything,” wrote Amanda Mull in the Atlantic. The start-up Prose ships personalized hair-care prod­ucts made to order to customers who fill out a survey beforehand, while Care/of sells personalized nutritional supplements and Curology offers personalized skin-care concoctions.

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Brand Management

The Rebranding Of America

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The Rebranding Of America

The Presidential campaign is over, but the campaign to restore America has just begun. People are the fabric of any democracy and the frayed narrative of our Union must be rewoven to include everyone.

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Brand Loyalty

4 Ways To Build Brand Loyalty In Uncertain Times

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4 Ways To Build Brand Loyalty In Uncertain Times

For brands, facing uncertainty makes planning difficult. However, there is one action that all of these brand-business companies must undertake now. In addition to winnowing product lines and focusing resources on agility, these organizations must devote serious time, effort and money to building brand loyalty. To continue their profitable growth post-pandemic, companies such as Kraft Heinz have to move their new and regular customers up the Loyalty Ladder. This will extend their profit trajectory into enduring profitable growth.

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