When A Nation’s Brand Comes Under Pressure
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 ...
When Honoring A Brand’s Past Means Changing Its Future
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, ...
When Honoring A Brand’s Past Means Changing Its Future
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, ...
AI Has Not Replaced Brand Emotion. It Has Moved It.
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 ...
Marketing Rarely Fails On Its Own
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 ...
The Distinction Between Brand Power And Brand Greatness
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, ...
How Brand Mismanagement Brought Allbirds Back To Earth
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 ...
Think Of Positioning Your Organization’s Brand Like Raising A Child
For C-suite leaders facing massive disruption whether from AI, tariffs, or global realignment the question of brand positioning is no longer just a marketing issue. It falls on the shoulders of senior leaders to guide ...
When Website Performance Becomes Marketing’s Weakest Link
Marketing teams have become exceptionally sophisticated at acquiring traffic. Media efficiency improves each year. Creative testing is constant. Audience targeting continues to evolve. But an overlooked constraint often sits immediately after the click. When website ...
Heritage Brand Strategy: Four Types, Four Distinct Strategies
Today, heritage brands occupy a difficult position. Squeezed between private label that sets value and insurgent brands that speak to values. Having worked on several, I have found that they often take the same approach ...