The Blake Project

Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals define and grow business and 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 Strategy

Turnaround Strategy Begins At The Core

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Turnaround Strategy Begins At The Core

When a brand is in trouble, focus first on the core customer base. Love the customer you have before you focus on the customer you don’t have. When a brand is in trouble, re-energize, protect, and strengthen the core customer. It is the core customer that will profitably finance a turnaround and provide the platform for the future.

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Brand Management

Successful Brand Management Requires Context

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Successful Brand Management Requires Context

Very often marketers are called upon by clients or fellow business stakeholders to solve complex issues or chart new paths with new products or markets. In these cases there is a natural tendency to immediately immerse oneself into the numbers and assorted details pertaining to the objective, as if the answer is hiding in plain sight on column G, row four of the spreadsheet in front of you. The numbers and analysis when determining a new strategy are important, but that’s only part of the picture. They don’t mean anything without the context that the Big Picture brings.

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Brand Management

How Brands Thrive On Being The Opposite

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How Brands Thrive On Being The Opposite

It doesn’t take an election year to focus on the fact that you have to stand for something. In the U.S. nothing stiffens the resolve of a Democrat than a Republican telling them they are wrong. And vice versa. The hypothetical line is drawn and you must choose one side or the other.

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Brand Purpose

7 Ways Brands Can Create A Social Movement

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7 Ways Brands Can Create A Social Movement

The strongest brands stand for something bigger than the products that they sell, as we have seen in various examples of social movements. They stand in unity with the public sector, the populations united against a common enemy which is a social issue (such as child mortality, women’s equality, trachoma elimination).

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Brand Management

Today’s Brands Need Heroic Credibility

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Today's Brands Need Heroic Credibility

Consumers have grown to distrust curated media and traditional marketing. They want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. They don’t want the polished media release, the staged press conference and the practiced responses.

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