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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Brand Management

Brands Are A Mechanism Of Accountability

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Brands Are A Mechanism Of Accountability

The saying “Success has many fathers, but failure is an orphan” goes back at least as far as Tacitus (around 100 B.C.).

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Endorsements

Celebrity Licensing Guide For Retail

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Celebrity Licensing Guide For Retail

Why are retailers so interested in celebrity licensing programs when many of them (actually, most of them) fail (if they even get off the ground)?

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Brand Differentiation

How Points Of Parity Benefit Brands

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How Points Of Parity Benefit Brands

In the UK in recent years there has been an emergence of a number of challenger bank brands.

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Advertising

4 Problems Online Advertisers Face

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4 Problems Online Advertisers Face

In an article titled, The High Cost of Online Trash, Bob Hoffman once again reminds us that the complex online advertising ecosystem is still rife with potential fraud and abuse.

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Brand Strategy

Applying A Go-To-Market Lens To Your Brand

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Applying A Go-To-Market Lens To Your Brand

It’s a truism these days that best-in-class organizations see brand as core to their end-to-end business operations, as well as to their end-to-end customer and talent experiences.

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