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 has never changed: brand is not decoration. Brand is a source of meaning, preference, trust, differentiation, and economic value.
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.
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?
Marketing rarely fails on its own. It reveals where purpose is being treated as language, and where it’s being treated as a discipline.
If you read The Wall Street Journal Magazine that accompanied the Saturday-Sunday Wall Street Journal this weekend, you were exposed to an ad from Cadillac for its new Celestiq model.
