Lab

Branding Strategy Insider helps leaders understand how brands create advantage. The Brand Performance Lab helps them begin to diagnose where brand may be helping or holding back the business.

Created by The Blake Project, the Brand Performance Lab offers free tools for leaders seeking to examine brand performance through the lenses of growth, pricing power, customer confidence, differentiation, conversion, and enterprise value.

These tools are designed to help CEOs, CMOs, CFOs, private equity teams, growth leaders, and marketing teams ask better questions about the role brand plays in business performance.

The goal is simple: to identify the brand problems worth solving.

Why The Lab Exists

Many companies sense that brand is affecting business performance, but they do not always know where the problem sits. Growth may be slowed by weak differentiation, customer hesitation, portfolio complexity, unclear positioning, pricing pressure, internal misalignment, or a brand strategy that no longer reflects where the business is going.

The Brand Performance Lab gives leaders a practical place to begin. It helps move the conversation from opinion to diagnosis, and from diagnosis to action.

Use The Free Tools

The Brand Performance Lab includes free tools designed to help leaders examine the connection between brand and business outcomes.

Use them to explore questions such as:

• Where is brand limiting growth?
• Is the brand strong enough to support pricing power?
• Is customer hesitation slowing conversion?
• Is the portfolio making the business easier or harder to buy from?
• Is the value proposition clear and credible?
• Are sales and marketing aligned around a story customers value?
• Is the brand helping the business become easier to choose, easier to sell, and harder to compete against?

These tools are not a substitute for strategy. They are a starting point for sharper strategic conversations.

Brand Diagnostic

The Brand Diagnostic helps leaders identify where brand may be helping or holding back business performance. It looks beyond surface-level marketing questions and focuses on the conditions that shape growth, differentiation, customer confidence, pricing power, and internal alignment.

Use it to begin answering questions such as: Is the brand clear? Is it differentiated? Is it trusted? Is it easy to choose? Is it aligned inside the organization? Is it strong enough to support growth?

The value of the tool is that it helps move the brand conversation from opinion to evidence.

Brand-To-EBITDA Calculator

The Brand-To-EBITDA Calculator helps leaders think more concretely about how brand improvement can affect financial performance. It connects brand levers such as pricing power, conversion, retention, customer confidence, and sales effectiveness to business outcomes.

The tool is not meant to turn brand into a spreadsheet-only exercise. It is meant to help leadership teams see where stronger brand performance could create measurable value.

Use it to explore how even modest improvements in brand-driven behavior can affect revenue quality, margin, and enterprise value.

Boardroom Strategy Simulator

The Boardroom Strategy Simulator helps leaders pressure-test strategic brand decisions before they become expensive commitments. It is designed to help teams explore assumptions, scenarios, risks, and likely business impact.

Use it when considering a repositioning, rebrand, portfolio decision, pricing move, market expansion, customer experience initiative or brand-led growth opportunity.

The value of the simulator is that it treats brand strategy as a leadership discipline, not a creative exercise. It helps leaders ask: What could happen if we make this move? What assumptions are we making? What risks are we ignoring? What would make this strategy more likely to succeed?

What The Tools Can Reveal

The Brand Performance Lab can help uncover brand issues that often remain hidden inside broader business performance problems.

These may include:

• Weak differentiation
• Low customer confidence
• Pricing vulnerability
• Unclear positioning
• Portfolio confusion
• Messaging gaps
• Sales friction
• Experience inconsistency
• Internal misalignment
• Underdeveloped growth opportunities
• Brand measurement gaps

The value lies in the clarity that comes from seeing your brand as a business performance system.

From Free Diagnosis To Problem Solving

The Brand Performance Lab helps leaders identify what may be holding the brand back.

The Value Acceleration Studio helps clients solve the problem.

The Studio is The Blake Project’s human-led, AI-enabled approach to identifying, prototyping, launching, and scaling brand-driven solutions to business problems.

When the Lab reveals an opportunity, the Studio can help turn that opportunity into action.

That may include building a stronger value proposition, simplifying a portfolio, creating a customer-confidence experience, developing a sales enablement tool, testing a new offer, improving conversion rates, strengthening differentiation, or designing a brand-led growth pilot.

Start With The Free Tools

Start with The Brand Performance Lab when you need to see where brand is creating value, where it is losing value, and what deserves action next.

Use our free tools to identify where brand may be limiting value.

Then, when you are ready to solve the problem, The Blake Project’s Value Acceleration Studio can help turn diagnosis into measurable action.

Explore the free Brand Performance Lab tools and begin finding the brand problems worth solving.