The Blake Project

Everywhere you turn, brands look and sound the same.

Same flat logos. Same pastel ads. Same “Find Your…” taglines. Same safe, optimized, forgettable language.

But in the age of average brands, sameness creates opportunity.

The Age Of Average Brands - Branding Strategy Insider In the early 1990s, two Russian artists, Vitaly Komar and Alexander Melamid, took the unusual step of hiring a market research firm. Their brief was Everywhere you look, brands look and sound the same. Same flat logos. Same pastel ads. Same “Find Your…” taglines. Same safe, optimized, forgetta...

Nissan is in trouble. The way forward begins with remembering what made the brand matter. Nissan

Nissan’s Future Depends On Remembering Its Brand Promise - Branding Strategy Insider The adage that history repeats itself is no more apparent than the current state of affairs at Nissan North America. The Wall Street Journal’s interview Nissan’s past brand renaissance offers a practical lesson for its future: reclaim the bold, thoughtful brand promise that once made Nissan dist...

AI is becoming table stakes faster than most leaders expect. The real advantage is not using AI; it's knowing where it can create value, building the organization to apply it well, and making choices competitors cannot easily copy.

AI Is A Platform Shift, Not A Brand Advantage - Branding Strategy Insider The buzzword in marketing right now is AI. Well, acronym, that is. But either way, AI is all the rage. Every firm of every sort is working hard to

Brand relevance is not about chasing generations. It is about understanding how people’s needs, occasions, and definitions of value are changing.

PepsiCo’s New Definition Of Relevance - Branding Strategy Insider In 1967, the song “San Francisco” by Scott McKenzie described “a whole generation, with a new explanation.” The line still captures a central challenge

AI may change how brands are found, evaluated, and chosen. But it does not change the need for brand strategy. The interface is new. The strategic requirement is not.

AI Is Not A New Marketing Problem. It Is A New Brand Interface. - Branding Strategy Insider Perhaps the most interesting thing about AI is that it is new yet nothing new. AI is certainly new to marketing, and bringing all sorts of new challenges