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September 2022 - Page 3 of 3 - Branding Strategy Insider

Three Disciplines For Achieving Disruptive Innovation

About twenty-five years ago, Harvard Business School Professor Clayton Christensen coined the term “disruptive innovation.” I worked with Clay for many years building his consulting practice, and I can tell you that he had no idea the concept would take off as it did. Nor did he suspect that interpretations of the concept would become so mangled. It was one of his regrets that he didn’t call disruptive innovation by a more precise name that...

How To Find And Leverage Forgotten Brand Assets

Marketers like to look into the future, but it often makes sense to also look into the past of a brand and try to identify forgotten associations that have helped the brand succeed. What type of associations should you be looking for? Well, it really depends on the task and the brand. But this can be anything from reconnecting with the original intent or vision of the founders of the brand, understanding what factors have...

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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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