We Help Brands Release Their
Full Potential

The Blake Project was honored to be selected to lead the first brand strategy effort for the National Parks of New York Harbor which includes the global icon Statue of Liberty as well as Ellis Island.

The outcomes of our brand positioning workshop guides the commissioner and governmental entity in better linking and marketing collectively the 10 national parks and 22 unique locations in New York City and northern New Jersey with the goals of enhancing brand image and increasing tourism.

Success was measured by the number of visitors which increased 10-fold through our approach. This initiative also created a strategic North star for the organization forged through stakeholder consensus.

Southwest Airlines has celebrated over 40 years of consecutive profitability. As the largest domestic carrier in the United States, Southwest is widely recognized for having the best loyalty program of any airline, garnering top scores from U.S News and Report annual rankings. A major factor in this achievement has been their consistent number one rating in customer service granted by Airline Quality Ratings.

The Blake Project was selected to conduct a brand audit to determine whether the Southwest brand could be extended via licensing. This included first assessing the strength of the brand to evaluate whether it mattered enough to consumers to merit a licensing program. We then generated a universe of potential categories to extend the Southwest brand. The category pool came through a variety of methods including soliciting input from members of the organization, from key suppliers, and from competitor programs.

Using our proprietary methodology, we filtered our universe of categories to derive a qualified list. Once we had our qualified list, we assessed the size of the industry for each category and based upon conservative, moderate and aggressive scenarios, we estimated the sales that could be generated. Knowing the range of sales, we were able to calculate the potential royalties that would be earned across each scenario. From the audit, we determined that the Southwest list of categories was not only significant in market size and projected growth, but would also help Southwest connect with thousands of new consumers helping to extend the brand's presence into a variety of new channels while generating significant operating profit.

The Blake Project helped this startup women's apparel brand for professionals define its go-to-market brand strategy. In this crowded space, Ameliora needed to represent new value to its target customers.

In a brand positioning workshop we leveraged our expertise in brand management and our clients expertise in the apparel category and defined the value this new brand would bring to the world. We explored internal and external forces that could have both positive and negative implications on the trajectory of the brand.

Among our facilitated discussions was the evolving role of women in the workplace. Specifically their increased power, influence and importance as well as their desires to reach the same professional heights as men. TV shows like Shark Tank and successful women entrepreneurs were discussed, the founder of Spanx for example.

This brought us to the market gap between Brooks Brothers and Anne Taylor. A space where success could be nurtured through stylish apparel and meaningful activities associated with Ameliora that can help women succeed and help the brand stand for success.

We helped them understand that Ameliora is in the success business for professional women and success needed to be the underpinning of the brand – well beyond the functional or self-expressive benefits that their products would deliver. This has created an advantage on an emotional level. Our work is now the lens that all decisions are made through and it led to the tagline Limit Less. Achieve More as well as the name Ameliora, also developed by The Blake Project.

With $1.7 Trillion in global client assets, BNY Mellon's Pershing is a leader in providing global financial solutions to advisors, broker-dealers, hedge and '40 Act fund managers.

When a competitor targeted them through misleading campaigns they turned to The Blake Project to evaluate the threat and strategize a response.

Through a strategic session with the senior leadership team we helped them counter-offer rather than counter-attack, keeping their target audience focused on what's known and proven, rather than simply responding to the agitator.

In defining new storylines to thwart this competitive threat we maintained alignment with their brand and changed the conversation being had on their competitor's terms in the marketplace.

The work required our brand strategy and brand storytelling expertise.

LUMINOX is the world's first visible watch in all conditions. The Blake Project was selected to help build the strategic infrastructure necessary for accelerating brand growth. We positioned the brand globally and consulted on creative strategy. The result was 55% growth in 18 months.

Multinational banking and financial services powerhouse, ING turned to The Blake Project for help in bringing its love brand strategy to life. We helped them increase emotional appeal by thinking through how the brand is managed in different markets and refined that process.