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 Valuation

6 Ways To Measure The Value Of Brands

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6 Ways To Measure The Value Of Brands

“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” ~ John Stuart, Chairman of the Quaker Oats Company

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Customer Experience

Three Modes Of The Customer Buying Journey

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Three Modes Of The Customer Buying Journey

Once triggered, the Customer Buying Journey can be categorized into one of three modes, each of which tends to dictate the nature and complexity of that buying journey.

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Brand Management

Why Consumers Choose One Brand Over Another

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Why Consumers Choose One Brand Over Another

In his book, Branding with Brains: The science of getting customers to choose your company, Tjaco Walvis from the Netherlands formulated what he calls the ‘algorithm in the brain’ that makes the brand choices, in much the same way Google uses an algorithm to search the Web.

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Brand Management

How Global CPG Brands Are Managed

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How Global CPG Brands Are Managed

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere.

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Naming

The Optimal Brand Naming Process

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The Optimal Brand Naming Process

Everyone’s heard stories of great brand names chosen randomly from a hat full of employee suggestions, from the pages of a dictionary, or from an all-night brainstorm.

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