The Blake Project

Why a Branding Strategy Resource?

At The Blake Project we help organizations achieve brand insistence, using proven brand strategy techniques to create robust brands that build and sustain trust. Branding Strategy Insider is the global thought leader in brand strategy and brand education and is an extension of our efforts to help marketing oriented leaders and professionals build tangible brand equity. Through thought pieces from some of the world’s leading brand thinkers we strive to promote debate and conversation about the value and role of brand in today’s businesses, offer a 360-degree perspective of the rapidly evolving discipline of brand strategy, and advance the discipline of brand management.

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Derrick Daye
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Brand Management

Brands And The Rising Importance Of Context

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Brands And The Rising Importance Of Context

Context is a gateway to empathy. To imagine yourself “in someone else’s shoes,” you first must know who is wearing the shoes, where the person wearing the shoes is, and what they are doing.

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Brand Management

4 Priorities For CMO Survival And Prosperity

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4 Priorities For CMO Survival And Prosperity

Recently the Wall Street Journal delivered news that many marketers instinctively knew all along; the average tenure of the CMO continues to decline.

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Brand Management

Why Mobile-First Brands Are Poised To Dominate

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Why Mobile-First Brands Are Poised To Dominate

Mobile has emerged as the great enabler for new “mobile-first” brands and the killer threat for legacy brands who still think customers listen with loyalty in mind.

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Brand Identity

The Process Of Credibility-Based Logo Design

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The Saul Bass-Approved Method of Credibility-Based Logo Design

Saul Bass created many great logos for clients such as AT&T, Minolta, Warner Bros, Girl Scouts of America, Kleenex, Continental Airlines (circa 1968), United Way, United Airlines and Rockwell International to name just a few.

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Brand Strategy

When Should A Brand Retreat?

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When Should A Brand Retreat?

We talk a lot about brands growing and expanding, but when should a brand pull back? Here are five occasions when the best thing you can do is to stage a brand retreat.

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