It’s amazing who we forget and how quickly. I don’t remember any of the people on the bus last week. Who did I ride home with last Thursday? My mind goes blank. It’s nothing personal – it’s simply that I have no reason to remember them. Or they me.
Whereas the brand personality uses adjectives to describe the brand as if it were a person, the brand archetype, based on Jungian archetypes, indicates the brand’s driving force or motivation. Several books describe brand archetypes. Two of my favorites are: (1) The Hero and he Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol S. Pearson and (2) Winning the Story Wars: Why those who tell – and live –...
The opinionated consumer is on the rise. Brad Tuttle cites numerous examples of boycotting, protesting, petitioning and venting in this recent article in Time Magazine.
Everyone loves secrets. The power of secrets is not just in the information. It’s in the fact that often secrets represent shortcuts. And the shorter road is something that fascinates many.
Companies often ask The Blake Project to deliver brand management training to their marketing teams with learning objectives designed to help them achieve a higher level of success. As I am developing comprehensive brand management and marketing training sessions for a company, I thought I would share what I believe needs to be included in that comprehensive training. It’s clear to me that successful brand managers have a deep understanding of each of these:
