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Branding Strategy Insider

Los Angeles, California

At The Blake Project our sole focus is helping organizations create brands that build and sustain trust. With our unique approach to brand building we help organizations launch and nourish 'category of one' brands. Brands in which no substitute is considered.

Interests: Brand Consulting, Brand Strategy, Brand Research, Brand Positioning, Brand Licensing, Brand Education, Speaking Engagements, Brand Equity Measurement

Recent Activity

Brand Growth Requires Changing The Game

Sometimes when I am faced with a problem, I can only see it from one viewpoint. The result is that I get stuck and can’t figure out how to solve the problem. I was reminded of this the other day... Continue reading

Posted Jan 14, 2013 at Branding Strategy Insider

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Advertising And The Art Of Making An Impression

The reference to an “advertising message” makes me wince. The word “message” seems to imply that the advertising is designed to convey specific information or an argument. But not all advertising is intended to persuade people by arguing the merits... Continue reading

Posted Jan 11, 2013 at Branding Strategy Insider

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New Requirements For Brand Strategy Success?

A while back, I talked to Chris Stutzman, VP, Principal Analyst of the CMO Practice for Marketers and Agencies at Forrester. The company had conducted a survey about how engagement with brands might be changing, and Chris wanted to gather... Continue reading

Posted Jan 10, 2013 at Branding Strategy Insider

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Brand Licensing Strategy

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we're happy to answer your marketing questions. Today we hear from Kate, a business reporter for National Public Radio in Rochester, New York... Continue reading

Posted Jan 9, 2013 at Branding Strategy Insider

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7 Things Great Marketers Do

I often think about why there are so many really smart people in business, yet there seem to be so few really great marketers. Here are seven actions I have seen define great marketers: 1. Seek Deep Customer Insight I'm... Continue reading

Posted Jan 4, 2013 at Branding Strategy Insider

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What Does The Future Hold For Marketing?

William Gibson, speculative fiction writer, has several times stated: The future is already here — it's just not very evenly distributed. The truth of this statement lies in the fact that trends are formed by the adoption of something new... Continue reading

Posted Jan 3, 2013 at Branding Strategy Insider

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What Marketers Can Learn From Warren Buffett

In his 2007 letter to Berkshire Hathaway shareholders, CEO Warren Buffett, describes what type of businesses turn him on as an investor: A truly great business must have an enduring “moat” that protects excellent returns on invested capital. The dynamics... Continue reading

Posted Jan 2, 2013 at Branding Strategy Insider

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The Trinity Of Brand Strategy

In the business of marketing, words matter. Sadly, marketers disagree over basic branding terminology. Through overuse, the terms ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’ lack precise definition. The confusion makes strategic thinking about brands more difficult and undermines... Continue reading

Posted Dec 28, 2012 at Branding Strategy Insider

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Recommended Books For Brand Marketers -- 2012

In a word, 2012 has been about data, in particular, getting data right. The Presidential election trained the spotlight on Big Data analytics and polling precision. Unemployment data roiled politics and policies. Apple Maps proved that data make the app,... Continue reading

Posted Dec 27, 2012 at Branding Strategy Insider

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Weakness In The Apple Brand?

People who work in brand admire Apple for very good reasons. An iconic brand that delivers revolutionary, beautifully designed and incredibly profitable products. In light of recent events we wonder if we are starting to see weakness in the Apple... Continue reading

Posted Dec 26, 2012 at Branding Strategy Insider

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David Ogilvy On Good Writing

On September 7th, 1982, David Ogilvy sent the following internal to all agency employees, titled “How to Write”: The better you write, the higher you go in Ogilvy & Mather. People who think well, write well. Woolly minded people write... Continue reading

Posted Dec 25, 2012 at Branding Strategy Insider

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Marketing At The Margins

This is the third of three blog posts on the valuable marketing lessons to be learned from the recently-concluded Presidential election. One and two can be found here and here. Of the many lessons the successful Obama campaign taught brand... Continue reading

Posted Dec 19, 2012 at Branding Strategy Insider

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Digital And Media Marketing Trends For 2013

1. Facebook’s Monetization Drive Will Provide New, Richer Advertising Opportunities For Brands The Facebook newsfeeds we will see at the end of next year will look very different from the ones we see now. We will see the rise of... Continue reading

Posted Dec 18, 2012 at Branding Strategy Insider

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Brand Pricing Strategy: The Early Apple Way

Pricing strategy is one of the most important marketing decisions. Here’s a little history on how we thought about pricing in the early days of the Mac which may help marketers understand how Apple might be thinking about pricing in... Continue reading

Posted Dec 17, 2012 at Branding Strategy Insider

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Clarity On Corporate Values, Missions And Ideals

A couple of weeks ago, I attended a meeting at a private bank in Beijing, China. I had taken a copy of my book, The Global Brand as a gift, but that proved unnecessary. Not only had our contact already... Continue reading

Posted Dec 14, 2012 at Branding Strategy Insider

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Brand Aid For The Holidays

2013 is on the horizon and with it the x-factor of increased competition. The stakes are high. How will your brand fare? Will it meet expectations? Brand Aid helps marketers around the world build an advantage in their marketplace. This... Continue reading

Posted Dec 13, 2012 at Branding Strategy Insider

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Brand Strategy: The Disruption Opportunity

If building big brands is so valuable why aren't there more success stories? My experience is the pay-off can be huge but there are obstacles that must be overcome. Big companies have the resources, however middle managers are more often... Continue reading

Posted Dec 12, 2012 at Branding Strategy Insider

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Brand Strategy And Politics: A New World

This is the second of three posts on the brand marketing lessons to be learned from the recently-concluded Presidential election. The first can be found here. There is one thing in particular about the recent election results that Baby Boomers... Continue reading

Posted Dec 10, 2012 at Branding Strategy Insider

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The Anti-laws Of Luxury Marketing #23

23 Do not look for cost reduction Creating value is the motto in luxury marketing. But this value creation must not come from cost reduction. It must come from added value. Being creative is not enough to sustain a systematic... Continue reading

Posted Dec 3, 2012 at Branding Strategy Insider

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Brand Audits: Three Powerful Rings

When conducting a brand audit, the simplest models often work the best - BCG’s Growth-Share matrix, a SWOT analysis, an organizational chart. These models work because they distill tons of information, identify what’s important and are easy to grasp.  Our... Continue reading

Posted Nov 30, 2012 at Branding Strategy Insider

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Brand Marketing Trends For 2013

The New Year, 2013, approaches. And as everyone knows, the number 13 holds great symbolism. For the religious among us there were the 13 guests at the Last Supper and the 13 tribes of Israel. Scientists know the Universe is... Continue reading

Posted Nov 28, 2012 at Branding Strategy Insider

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Brand Strategy: Politics & Positioning

Now that the dust has settled some after this year’s U.S. Presidential election, a critical imperative for brand marketers stands out. For all the hoopla of late about data, digital, diversity and nudges, none of these much-ballyhooed marketing innovations matter... Continue reading

Posted Nov 27, 2012 at Branding Strategy Insider

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Brand Naming: Testing Origins

Tucked away inside a Wall Street Journal article about creating titles for movies was a wonderful tidbit about research and name testing. Pollster George Gallup pioneered "title testing" in the 1940s at the Audience Research Institute, which he created to... Continue reading

Posted Nov 19, 2012 at Branding Strategy Insider

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Social Media Strategy For Today's CMO

As the one-time Chief Marketing Officer of a large global wealth management business with severe reputational issues during the 2007 financial crisis, I struggled mightily with how to engage with and use social media to help my brand. Five years... Continue reading

Posted Nov 7, 2012 at Branding Strategy Insider

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The Anti-laws Of Luxury Marketing #22

22 Do not implement group synergies Implementing group synergies is one of the most obvious ways to improve the net financial result of a brand. But, as Ford discovered with Jaguar and GM with Saab, in luxury, it is the... Continue reading

Posted Nov 6, 2012 at Branding Strategy Insider

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