NEW THINKING
Celebrating 20 Years Of Brand Thinking | 2006–2026
Since 2006, Branding Strategy Insider has helped marketing-oriented leaders and professionals understand how brands are built, strengthened, managed, and made more valuable.
BSI has brought together important ideas from world-renowned practitioners, respected thought leaders, researchers, academics, and authors to advance the practice of brand strategy and brand management.
Our purpose is clear: To advance the practice of brand strategy and help leaders use brand to create greater business value.
Why Branding Strategy Insider Exists
Brands are among the most powerful assets a business can build. Yet too often, brand is treated as a communications function, a design exercise, or a marketing expense.
We believe it deserves a larger role.
Brand shapes what people notice, understand, trust, prefer, pay for, return to, and recommend. It influences how clearly an organization articulates its value, how consistently its people deliver it, and how confidently customers choose it.
That makes brand more than a marketing concern. It is a business concern.
Branding Strategy Insider sits at the intersection of brand strategy, customer choice, and business performance—helping leaders understand where brand creates competitive advantage and where brand problems may quietly limit growth.
Brand Strategy For Business Performance
BSI explores the critical issues shaping brand leadership today, including brand strategy, brand positioning, brand management, brand architecture, brand equity, brand differentiation, brand culture, pricing strategy, customer experience, innovation, growth, brand measurement, and financial performance.
We ask questions that matter beyond the marketing department:
- Where is brand helping—or hurting—growth?
- Is our positioning strong enough to create meaningful preference?
- Are we clearly articulating why we are valuable and worth choosing?
- Are we making it easier for customers to choose us?
- Does our culture enable our people to consistently deliver the brand promise?
- Is our portfolio architecture creating clarity or complexity?
- Are we earning pricing power or training customers to buy on price?
- Does our brand reduce uncertainty and increase customer confidence?
- Are we building distinctive assets competitors cannot easily replicate?
- Are we measuring brand in ways that connect to business outcomes?
- Where could stronger brand strategy create new sources of growth and enterprise value?
These are not only marketing questions. They are leadership questions.
What Makes BSI Different
Branding Strategy Insider is not built around one methodology, one academic school, or one view of how brands grow.
We believe the field advances when strong ideas are examined, challenged, and connected.
That is why BSI brings together perspectives from strategy, marketing, behavioral science, economics, culture, innovation, customer experience, organizational leadership, and business.
Some ideas reinforce one another. Others disagree.
That is valuable.
Our role is not to make brand strategy smaller by forcing every question into a single framework. It is to make the conversation more useful by helping leaders understand the different forces that influence how brands compete, grow, and create value.
Better thinking leads to better decisions.
20 Years Of Advancing Brand Thinking
In 2006, Branding Strategy Insider began with a belief that brand leaders needed a place for serious thinking about the principles, practices, and forces shaping brands.
Twenty years later, that purpose has only become more relevant.
Across two decades, BSI has built an extensive archive exploring the enduring and emerging questions of brand—from positioning, differentiation, architecture, and brand equity to culture, customer behavior, pricing, growth, AI, and the changing economics of choice.
Along the way, major business, news, and media organizations have referenced, linked to, or distributed BSI content. BSI is also referenced by more than 40 leading educational institutions, including Harvard, Cambridge and Oxford, and has been strengthened by content relationships with Wiley, Palgrave Macmillan and Harvard Business Press.
That history matters.
Authority is not built by publishing more. It is built by contributing useful ideas, challenging accepted thinking and helping people make better decisions over time.
For 20 years, that has been the work of Branding Strategy Insider.
Ideas From The People Shaping Brand
BSI has always been a platform for important voices in brand.
Our contributors include world-renowned brand strategists, business leaders, academics, researchers, consultants and authors who bring different perspectives to the challenges facing brands and businesses.
Together, they connect enduring principles with emerging thinking and real-world experience.
The result is a continually evolving body of knowledge that turns brand thinking into better judgment, stronger decisions and more effective practice.
Who BSI Is For
Branding Strategy Insider is written for people responsible for creating, protecting and growing value.
That includes CEOs, CMOs, brand owners, marketing executives, brand leaders, strategists, entrepreneurs, consultants, researchers, academics, investors and other leaders confronting questions of growth, differentiation and competitive advantage.
Whether you are building a new brand, repositioning an established one, managing a portfolio, transforming a culture, navigating disruption, or determining how brand should contribute more to business performance, BSI helps you think more clearly about the choices ahead.
A Global Community Of Brand Thinkers
Branding Strategy Insider reaches a worldwide community of people who care about how brands compete, grow, and create value.
Today, BSI attracts approximately 40,000 monthly visitors, with additional distribution through 60,000+ subscribers and a combined social following of 45,000+.
But reach is only part of the story.
What makes the BSI community distinctive is its concentration of people who influence how brands are positioned, funded, managed, measured, expressed, and grown.
They come to BSI for ideas—not noise.
And they return because the challenges facing brands never stand still.
Markets change. Competitors change. Customers change. Culture changes. Technology changes.
The thinking required to build valuable brands must evolve with them.
Published By The Blake Project
Branding Strategy Insider was founded by The Blake Project and has been published by the strategic brand consultancy since 2006.
The Blake Project works with organizations worldwide to strengthen brand strategy, competitive advantage, and business performance. That practitioner foundation helps keep BSI connected to the consequential brand and business challenges leaders face in the market.
Learn more about The Blake Project →
Join The Conversation
Branding Strategy Insider is built around the exchange of ideas.
Explore our latest thinking. Subscribe to receive new insights. Share your expertise as a contributor. Or partner with BSI to bring valuable ideas to our community.
Subscribe To Branding Strategy Insider →
Branding Strategy Insider: Ideas That Make Brands More Valuable