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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Customer Insight

How Group Purchase Decisions Favor Brands

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How Group Purchase Decisions Favor Brands

The new omnichannel consumer who seems to be always on, and who receives input from many different sources, is a mixed blessing for marketers.

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Brand Management

The Critical Role Of Context In Building Brands

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The Critical Role Of Context In Building Brands

In 2007 The Washington Post carried an astonishing article describing what is now a classic yet valuable social experiment the newspaper had conducted.

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Brand Strategy

How The WaMu Brand Disrupted Banking

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How The WaMu Brand Disrupted Banking

If you were born before 1990’s, chances are you will remember Washington Mutual bank (a.k.a. “WaMu”), especially if you were living in the western part of the United States. But the question isn’t so much if– but rather how you remember this bank.

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Brand Meaning

Brands Need To Fulfill The Quest For Meaning

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Brands Need To Fulfill The Quest For Meaning

Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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Brand Management

10 CMO Insights From The Conference Circuit

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10 CMO Insights From The Conference Circuit

As many of the industries that marketers work in become disrupted, the need to break free from comfort zones to learn and grow is ever more critical to earning a place in the future.

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