Why Checkout Abandonment Is A Brand Problem
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 ...
Solving Business Problems Through The Lens Of Brand
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 ...
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 ...
Nike’s Turnaround Depends On Segmenting By Need, Not Category
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 ...
Healthy Brands Begin With Strategic Integrity
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 ...
When Brands Market To Algorithms, Not People
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 ...
When Growth Becomes A Brand Liability
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 ...
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 ...