The Blake Project

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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Business to Business (B2B)

How Millennials Are Changing The B2B Buyer Profile

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How Millennials Are Changing The B2B Buyer Profile

In a sector where sales are king, many B2B businesses are making a key mistake by approaching the same ‘buyer’ from 10 or 20 years ago.

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Brand Management

Solving Brand Challenges With The Paradox Process

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Solving Brand Challenges With The Paradox Process

The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges.

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Brand Management

Brands Unite For Growth And Good

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Brands Unite For Growth And Good

Richard Edelman coined an interesting term for our times: Brand democracy.

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Brand Innovation

Brand Innovation And The Fallacy Of Self Disruption

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Brand Innovation And The Fallacy Of Self Disruption 

Ever since Clayton Christensen wrote his book The Innovator’s Dilemma in 1997, it has been accepted as a fact that companies will fail if they don’t disrupt themselves first.

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Brand Meaning

Meaning Is The Bridge Every Brand Must Build

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Meaning Is The Bridge Every Brand Must Build

Consider for a moment how a Scrabble box full of single letters, lacks the quality of poetry, but if those letters are arranged in a certain way, they can then produce a poetic effect. It is the ordered relationships between the letters that create the identity of poetry.

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