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 Marketing

Marketing’s Role In Quality Of Life

By David Stewart

Marketing's Role In Quality Of Life

Marketers who already have an orientation toward creating value for customers in the markets they and their businesses serve can broaden understanding of that value by focusing more broadly on how marketing actions, products, services, and other market interventions contribute to improvements in the quality of life.

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Brand Management

Time And Intensity Redefine Brand Engagement

By Walker Smith

Time And Intensity Redefine Brand Engagement

The consumer journey continues to evolve as consumers create—and demand—a more flexible and episodic relationship with the marketplace. Whereas traditional engagement was based on consistency and sustained interaction, engagement now comes in torrents that stop as quickly as they start. The shift to this new nature of relationship, what we call Torrential Engagement, is driven by two key elements: time and intensity.

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Brand Strategy

Building Brands On The Concept Of Neighborhood

By Larry Light

Building Brands On The Concept Of Neighborhood

Neighborhood is more than a geographic descriptor. Neighborhood is a mindset… an amalgam of attitudes and behaviors.

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Brand Management

Finding The Flaws In The Pursuit Of Quality

By Larry Light

The Pursuit Of Quality Requires Endurance

Elon Musk’s SpaceX company was founded in 2002 to revolutionize space transportation, with the ultimate goal of “making humanity multi-planetary.” SpaceX designs, manufactures, and launches the world’s most advanced rockets and spacecraft.

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Brand Management

3 Factors Shaping New Consumer Behaviors

By Michael Solomon

3 Factors Shaping New Consumer Behaviors

When we’re not sitting on Zoom calls, foraging for supplies, or fretting about health or finances, our thoughts turn to what life will be like when the madness subsides. We’ll probably witness significant changes in how we relate to others (no more handshakes?), how we work, how we play, and certainly how we consume.

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