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Branding Strategy Insider is the leading resource for helping marketing oriented leaders and professionals build strong brands. 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

How To Identify The Drivers Of Willingness-To-Pay

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The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product.

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Branding and Colors

Color Psychology In Branding

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Color Psychology In Branding

Humans exhibit two highly innate traits – we are visual creatures and irrational thinkers, both at the same time. Our thoughts, feelings, actions and even decisions are subconsciously dominated by how we perceive the visual appeal of a product or a brand.

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Brand Management

New Drivers Define The Consumer Decision Journey

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New Drivers Define The Consumer Decision Journey

The combination of Big Data collection and the algorithmic power of AI to learn is having a dramatic impact on the world of marketing and advertising.

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Branding and Social Media

Evolving Platforms Shape Customer Expectations

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Evolving Platforms Shape Customer Expectations

Despite all of the privacy controversies surrounding online platforms, the share of US adults using social media, including Facebook, is mostly unchanged versus last year, according to a Pew Research study.

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Branding: Just Ask...

The Strategy Behind Successful Brand Names

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The Strategy Behind Successful Brand Names

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today we hear from Melissa, a Chief Marketing Officer in San Jose, California who has this question about brand naming strategy.

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