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 Management

How Brands Can Avoid Culturally Flammable Ideas

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How Brands Can Avoid Culturally Flammable Ideas

Flammable ideas. They are everywhere these days.

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Brand Management

Growing Brands Through Giving

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Growing Brands Through Giving

In a world of so much abundance, the reality that there are still a great many people who lack some of the most basic essentials is difficult to understand. Some brands have approached these problems head-on, developing a business model that incorporates giving.

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Brand Storytelling

The Role Of Branded Content In Building Brands

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The Role Of Branded Content In Building Brands

Branded content is about the powerful intersection between brands, culture and people. It’s not a discipline.

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Brand Management

Brand Management In The Age Of AI

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Brand Management In The Age Of AI

A few years ago I was asked to participate in a breakout session pitting a bunch of entrepreneurial Silicon Valley marketers in the same room against some serious Fortune 500 CMO-types.

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Private Label

How Manufacturer And Private-Label Brands Differ

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How Manufacturer And Private-Label Brands Differ

I am often asked, what are the pros and cons of having your own brand, versus supplying the product for someone else’s brand. As in anything, there are two sides of the coin, but deciding which way to go should never be a coin toss. More often than not, it is not an either/or proposition … it is both.

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