Contact ISLEM CHARGUI

Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that their commercials for Holiday Inn and Holiday Inn Express were confusing. The stated benefits for both brands in the ads seemed too similar. When asked \u{2026}

The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything. It is, however, a big shift in how consumers are engaging with brands. Consumers have become more vigilant and \u{2026}

The recessionary mindset we see in society and the marketplace is a significant reset of aspirations and expectations, but it is not the explanation for everything. It is, however, a big shift in how consumers are engaging with brands. Consumers have become more vigilant and \u{2026}

Financial geniuses on Wall Street appear to be happy that there is new leadership at Harley-Davidson, Artie Starrs as CEO. As with the appointment of the previous CEO, Jochen Zeitz, analysts and those with significant monetary Harley-Davidson stakes are thrilled with the recent CEO Starrs \u{2026}

The standard diagnosis of checkout abandonment treats it as an engineering challenge. Forms are too long. Payment methods are missing. The mobile experience is too slow. Fix the mechanics, recover the revenue. This logic has driven an entire industry of checkout optimization tools and A/B \u{2026}

Most companies lose momentum because their best thinking cannot get through the organization. The strategy is understood in the room, but not in the field. The portfolio makes sense to leadership, but not to the channel. The value proposition is clear in the deck, but \u{2026}

What happens to a country’s brand when the story it’s spent decades building is reframed overnight by global press, mistaking proximity for understanding? It’s not hypothetical. Across the Gulf and beyond, businesses and institutions are confronting something no communications strategy, no campaign, and no rebranding \u{2026}

For more than twenty years, The Blake Project carried the same identity into the world. It was there when we opened our doors in 2003. It appeared on our first proposals, our first client deliverables, and our earliest expressions of a point of view that \u{2026}

For more than twenty years, The Blake Project carried the same identity into the world. It was there when we opened our doors in 2003. It appeared on our first proposals, our first client deliverables, and our earliest expressions of a point of view that \u{2026}

AI has put an end to emotions in marketing, we are told. Just look at what LLMs rely on in making brand recommendations. It’s all about facts. Not about emotions. An analysis by Digital Bloom found that comparative listicles are far and away the most-cited \u{2026}

It appears that Wall Street is disgruntled with Nike’s inability to perform according to its long-time mantra: Just Do It. The Nike brand turnaround is apparently taking too long for those who desire immediate financial reward: Just Do It Now. Nike’s turnaround will not be \u{2026}

The invocation of values is a hallmark of enterprise positioning. Yet on its own, a values statement means very little — and can actually do harm to a brand’s reputation and thus its worth. Without an ethos of integrity, the values statement is a mere \u{2026}

When it comes to AI and jobs, Boston University law professor James Bessen defined the terms of the debate in a 2015 paper published by the International Monetary Fund (IMF). Bessen declared that technologies don’t kill jobs and cited the experience of ATMs and bank \u{2026}

Growth is often celebrated as proof that an organization is moving in the right direction. More clients, more opportunities, more momentum, each reinforcing the belief that the organization is moving forward. All are typically read as signs of health, relevance, and success. Yet growth does \u{2026}

Marketing rarely fails on its own. It reveals where purpose is being treated as language, and where it’s being treated as a discipline. When a campaign underperforms, most brand leaders look to adjust the marketing levers. Refine the positioning. Refresh the creative. Increase the spend. \u{2026}

As we approach America’s 250th birthday, our celebrations reflect on the greatness of our country. Inherent in our celebrations is the belief that America is a great land. America is a great brand. As Americans, we are owners of brand America. As a brand owner, \u{2026}

Allbirds, the sustainable sneaker brand once the de rigueur shoe for Seattle and Silicon Valley Techs, has sold its assets and intellectual property at a shocking discount. The once high-flying sneaker brand has finally lost its wings. This is not a surprise. For the last \u{2026}

Just notice something. Think of a team you’ve been part of. Or maybe the one you’re in right now. And ask yourself, honestly: does it feel clear? Not organized. Not busy. But clear. Many of us were originally taught to treat clarity as a communication \u{2026}

Entertainment and brand architecture are now front and center as the Paramount-Warner Bros. merger unfolds. New York Magazine has a story about David Ellison and what Mr. Ellison may or may not do with Paramount and Warner Bros. once the Warner Bros. purchase finalizes. If \u{2026}

Entertainment and brand architecture are now front and center as the Paramount-Warner Bros. merger unfolds. New York Magazine has a story about David Ellison and what Mr. Ellison may or may not do with Paramount and Warner Bros. once the Warner Bros. purchase finalizes. If \u{2026}