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When Honoring A Brand’s Past Means Changing Its Future
The article discusses how The Blake Project is evolving its brand identity while honoring its past, emphasizing that a brand's identity should reflect its core values and adapt to changing times. This shift highlights the importance of balancing tradition with innovation in brand strategy to maintain relevance and connection with clients.
Brand Strategy Insider: 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. Over time, that identity became familiar.
The article addresses a significant aspect of brand strategy—balancing tradition and innovation—making it relevant for professionals, though the concepts discussed are not entirely new in the industry.