Case Study


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. We were informed by asking brand managers the following:

What would make you a more loved brand in your market?, What are others doing that consumers love and what can we learn from that?, What do you think ING does well in your market?, What frustrates you? What is missing?

The result was a unifying brand planning process.