Brad VanAuken
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Brad VanAuken and Brand Aid
The simple truth about branding - A brand is a source of a promise to the consumer. It promises relevant differentiated benefits. Everything an organization does should be focused on enhancing delivery against its brand's promise. Combining a few different definitions, a brand is the name and symbols that identify:

The source of a relationship with the consumer
The source of a promise to the consumer
The unique source of products and services
The single concept that you own inside the mind of the prospect
The sum total of each customer's experience with your organization


Leading organizations have discovered that brands are their most valuable asset (along with their people) for a number of reasons. Strong brands deliver substantial benefits:
  • Increased revenues and market share
  • Decreased price sensitivity
  • Increased customer loyalty
  • Additional leverage with vendors and retailers (for manufacturers)
  • Increased profitability
  • Increased stock price, shareholder value and sale value
  • Increased clarity of vision
  • Increased ability to mobilize an organization's people and focus its activities
  • Increased ability to expand into new product and service categories
  • Increased ability to attract and retain high quality employees
The Blake Project helps companies build strong brands. Spearheading this effort, we are proud to work with one of the world's leading experts on brand management and marketing, Brad VanAuken. As our Chief Brand Strategist, Brad is directly involved in delivering the proven processes that help our clients release the full potential of their brand.