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

Managing Brands In A Cancel Culture

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Managing Brands In A Cancel Culture

Call-out culture, or ‘cancel culture’ is, as defined by Urban Dictionary, “a modern internet phenomenon where a person is ejected from influence or fame by questionable actions. It is caused by a critical mass of people who are quick to judge and slow to question.

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Brand Marketing

Merging Ethics, Culture And Campaigns

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Ethics, Culture And Campaigns

In 2017, Pepsi had a banner year: their market share was increasing, their leadership was a model for diversity & inclusion, and they were celebrating 10 years of consistent revenue growth. Yet, in all their new-found swagger, they had a major stumble: a tone-deaf campaign from their in-house agency that attempted to jump into the speedway of culture through a Kendall Jenner spot that left the company in a tailspin of criticism that united the internet.

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Brand Management

How To Gain Buy In For Brand Building

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How To Gain Buy-In For Brand Building

Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Teresa, a Sales and Marketing VP in Seattle, Washington who has this question about gaining buy-in for marketing budgets and programs.

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Brand Culture

5 Keys To A Strong And Differentiated Culture

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5 Keys To A Strong And Differentiated Culture

Sometimes, I find entrepreneurs are more interested in corporate culture than branding, until I tell them it’s the same.

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Brand Innovation

Aligning Trends With Innovation Strategy

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Aligning Trends With Innovation Strategy

Recently I stressed the importance of looking outside your organization to bring in bold ideas and help you peel off any institutional blinders you may have acquired. Those aren’t the only reasons to keep an eye on the outside world, though.

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