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Thomson Dawson, The Blake Project

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The Drivers Of Brand Storytelling Strategy

Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, the brand conversation was based on delivery and interruption, successful... Continue reading

Posted Jan 8, 2013 at Branding Strategy Insider

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Brand Positioning For Professional Services Brands

Unlike product brands that you can pick off the shelf or take for a test-drive, most professional services organizations sell an intangible. The product cannot be fully “experienced” until it’s purchased. That intangible is usually a promise to produce a... Continue reading

Posted Dec 24, 2012 at Branding Strategy Insider

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How Brands Build Trust

Trust is the most critical component in building and maintaining a strong, emotionally driven and enduring brand. However, in a world of promotion-driven-marketing tactics, many brand owners forget that building trust is the only thing holding the relationship with the... Continue reading

Posted Nov 18, 2012 at Branding Strategy Insider

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Creating A Transcendent Brand

Being the owner of a strong enduring, financially valuable brand is what “branding” and brand management should be all about. When it comes down to it however, most marketers place the emphasis of their brand building initiatives on the decorative... Continue reading

Posted Oct 30, 2012 at Branding Strategy Insider

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Brand Strategy: The Rules Of Navigation

Now, more than ever, brand marketers are under intense pressure to deliver results for their brands. The intensity in every marketer’s attempts to get it right every time is palpable. The fact is they don’t get it right every time,... Continue reading

Posted Oct 23, 2012 at Branding Strategy Insider

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The Intersection Of Brand Positioning And Storytelling

Marketing, for all the current complexities of delivering the right messages to the right consumers, is really a very simple activity. I’m reminded of a cartoon where two brain surgeons are operating on a guy’s head and one says to... Continue reading

Posted Oct 10, 2012 at Branding Strategy Insider

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Startup Brands: 7 Keys For Brand Strategy Success

When startups and emerging companies are at a point in their evolution when a strategic approach to brand development becomes a critical business imperative, often times the whole process will begin and end with a shiny new logo and website.... Continue reading

Posted Oct 2, 2012 at Branding Strategy Insider

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Brand Storytelling Strategy

Every enduring story is based on a transcendent idea that’s bigger than the story itself. The elements of any story – characters, plot, environment – can clarify, focus, and influence the idea expression, but it’s the big idea that drives... Continue reading

Posted Sep 13, 2012 at Branding Strategy Insider

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Brand Storytelling: Connecting On The Values Level

What if your brand messaging and marketing communications activities where centered in resonance with your customers personal story. In other words, what if your customers connected more deeply to their own personal story as a result of your brand story.... Continue reading

Posted Aug 23, 2012 at Branding Strategy Insider

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Defining Brand Value For Startups And Emerging Brands

Unlike their big brand counterparts, CEOs of startups and emerging companies often times don’t really know what to expect from the process of defining their brand value to their stakeholders and customers. For many, the undertaking may seem more like... Continue reading

Posted Jul 18, 2012 at Branding Strategy Insider

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The Future Of Brand Design

Make no mistake; it’s an exciting time to be alive – especially if you happen to make your living as a brand designer. Opportunities for brand designers to bring value to their clients are everywhere – in every culture and... Continue reading

Posted Jul 12, 2012 at Branding Strategy Insider

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The Importance Of Starting At The Bottom

CEOs of startups and emerging companies are always looking for useful advice and ideas on brand building and how the management of their early stage brand can help them move from where they are now to some elevated place they... Continue reading

Posted Jun 25, 2012 at Branding Strategy Insider

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Attraction Marketing And Competitive Advantage

I want to share insight into one idea that guides The Blake Project's brand consulting practice. Attraction Marketing is not a new idea, on the contrary, it’s an idea as old as commerce itself. The premise is simple: people are... Continue reading

Posted Jun 21, 2012 at Branding Strategy Insider

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Brands With Vision Can Find Opportunity In Chaos

Like a raging storm in the open sea, the waves of change come at brand marketers from all directions. There is no eye in this perfect storm – no brief moment of calm to prepare for the next big wind... Continue reading

Posted Jun 12, 2012 at Branding Strategy Insider

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The Brand-Driven Enterprise Defined

What does it really mean to be a truly “brand-driven” enterprise in the new economy? Many persist in defining brand as the external image of a company, product or service. In reality, brand-driven companies know intuitively it is first an... Continue reading

Posted Jun 8, 2012 at Branding Strategy Insider

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Defining Brand Meaning At A Strategic Crossroad

As brands grow and evolve, they will face defining moments of change and find themselves at a strategic crossroads. This challenging moment has been called a “strategic inflection point” by Andrew Grove, the former Intel CEO who wrote the modern... Continue reading

Posted Jun 5, 2012 at Branding Strategy Insider

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Brand Naming: The Right-Brain Approach

When you engage in a naming initiative from the right side of the grey matter, the concern is less on structure and convention, and more on creating a clear mental image that serves the desired positioning of your company, product... Continue reading

Posted Jun 1, 2012 at Branding Strategy Insider

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Behavior Is The New “B” Word In Marketing

The words “brand” and “branding” have become so ubiquitous in our jargon that they are becoming meaningless. Within your organization I’ll bet it’s a fair statement to say you’ve heard these words thrown around recklessly from time to time. You... Continue reading

Posted May 30, 2012 at Branding Strategy Insider

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The Temptation To Copy What Works

Developing a new or refreshed corporate or brand identity is often a response to change. Many factors will drive that change - new management, mergers, acquisitions, product development, or a competitor’s threat to a core business. Most change within organizations... Continue reading

Posted May 29, 2012 at Branding Strategy Insider

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An Open Letter To Marketers

Dear Marketers: I’m much smarter than your marketing gives me credit for. I don’t like to be sold...I don’t care about your advertising, your free samples, your promotions, your special offers. I don’t like to be told what’s cool, new,... Continue reading

Posted May 28, 2012 at Branding Strategy Insider

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Social Media Marketing Is An Oxymoron

The number one topic and trend many CMO’s are integrating into their marketing mix is the use of social media. Marketers are trying to figure out how to get their brands invited to the social conversation, so they can do... Continue reading

Posted May 24, 2012 at Branding Strategy Insider

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Consumer Engagement: The New Rules Are Here

As a marketer you invest precious resources (time, money and talent) toward achieving your business goals – namely getting people to engage with your brand and creating more revenue! The rules have changed and many marketers are being left behind.... Continue reading

Posted May 23, 2012 at Branding Strategy Insider

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The End Of Brand Arrogance

Marketers are now on the far side of the inflection point where pushing products people no longer want has been replaced by business models that engage people with offerings that inspire. Indeed the walls of corporate marketing dominance have come... Continue reading

Posted May 22, 2012 at Branding Strategy Insider

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Effective Product Packaging Strategy

Successful packaging sells. Any company that invests millions of dollars in product development, consumer research, and marketing expects a return on that investment. The shelf is where that happens. Product packaging is an integral component of the shopping experience. For... Continue reading

Posted May 21, 2012 at Branding Strategy Insider

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Brand Strategy For Startups

A startup business faces many difficult challenges getting off the ground. For many early stage CEO’s assessing their priorities, product development and the seed money to grow are their primary concerns. Few if any are thinking much about brand building–mainly... Continue reading

Posted May 10, 2012 at Branding Strategy Insider

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