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April 23, 2026When Growth Becomes A Brand Liability

April 22, 2026Marketing Rarely Fails On Its Own

April 21, 2026When Brands Market To Algorithms, Not People

April 20, 2026Why Logo Management Is Not Brand Management

April 13, 2026The Distinction Between Brand Power And Brand Greatness

 
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Advertising - Page 2 of 77 - Branding Strategy Insider

Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.
by Joan Kiddon
Brand Management Mistakes Hold Back Peloton
Brand Differentiation

Brand Management Mistakes Hold Back Peloton

May 5, 20258 min

For some time now, almost since its inception, Peloton has avoided communicating why it is relevantly differentiated from other exercise platforms. Even though Peloton has a unique and significant purpose and promise, the brand has neglected to tell anyone. The brand’s promise and essence are seemingly secrets. You tend to learn about “why Peloton” by osmosis, after signing up and/or buying the hardware. By withholding Peloton’s reason for being, Peloton has cycled through a multitude...

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by Walker Smith
Why Consumers Resist Marketing
Brand Marketing

Why Consumers Resist Marketing

March 5, 20255 min

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Clutter is people’s first impression of marketing.

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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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