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March 2012 - Branding Strategy Insider

Brands Face Dramatic Shift In Social Economy

The context of consumer engagement for brands these days is that of a social economy, a marketplace in which nothing is worthwhile or valuable unless it is shared with others. This is not an easy environment for brands. It requires more than simply adapting a brand’s promise or performance to new needs or new priorities. Instead, it demands that brands be utterly un-brand-like.

Brand Strategy: Lessons Learned

Seems I’ve spent a lot of time in the interviewee chair over the years. Recently, I had a discussion with Jon Brulloths of PM360, a resource for pharma marketers. You’ll see his questions in bold. Our talk began with what should be a central theme for all marketers — brand differentiation…

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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