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Derrick Daye
Works at The Blake Project
Lives in Los Angeles, California
134 followers|9,868 views
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Derrick Daye

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Marketers Are Not Creatives
Creativity is an amazingly powerful and important element in marketing success. It’s just not something that we marketers should be doing ourselves.
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Developing An Agile Brand Architecture
In this fast-changing world, companies cannot afford the luxury of a brand positioning that ties them down to a narrow set of features and benefits. What they need is the ability to quickly take advantage of new opportunities when they emerge and shift away from old business models when they are no longer relevant.
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FREE Comprehensive Publications and Resources for Marketers...http://goo.gl/l4k6fL  #advertising #marketing #branding #digital
Browse through our extensive list of free Branding magazines, white papers, downloads and podcasts to find the titles that best match your skills; topics include . Simply complete the application form and submit it. All are absolutely free to professionals who qualify.
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Rethinking The Agency Creative Department
Creative agencies have extraordinary experience in building brands. They have hugely talented people capable of achieving great outcomes. They absolutely need to draw on what they know, because there is huge value and insight in that experience – but they need to do so across a changing commercial and social plane.
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The Real Brand Power Of Endorsements
Endorsement brings that extra degree of confirmation that we as consumers have made a good choice. It plays to our collective wish to make wise purchases. It tells us we got it right.
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Maintaining The Leadership Position
Historically, the top three brands in a product category occupy market share in a ratio of 4:2:1. That is, the number one brand has twice the market share of number two, which has twice the market share of number three. The success of a brand is not due to the high level of marketing acumen of the company itself, but rather, it is due to the fact that the company was first in the product category.
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Derrick Daye

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10 Reasons Why Rebrands Fail
Plenty of brands try to re-set the market’s understanding of their brand and are well and truly spanked for doing so. If rebranding is the hot topic of conversation at your place right now, here’s 10 reasons to leave things as they are.
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4 Ways To Address Brand Decline
Outside-in change is prompted by shifts beyond the immediate control of the brand. Those prompts could be competitive, reputational or sectoral. They could manifest in symptoms as varied as a drop in credibility, a slump in market share or a shift in profitability within a sector as a whole. Whatever the signal, these declines prompt a brand to make sometimes radical changes in a quest to re-set how it is valued by consumers and respected by riva...
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Celebrity Endorsement Guide
This channel now being used by many brands around the world raises some crucial questions about ways brands are built and also about the impact such collaborations have on branding. Is associating with a leading celebrity the easiest way to build a brand? Should celebrity endorsement be the principal channel of brand communications? How can brands decide on potential brand endorsers? What are the advantages and disadvantages of such endorsements?...
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The Quest For Brand Awareness
The problems small brands face in any scaled market, is the tyranny of profile. What is not seen is not missed.
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How Brands Help Customers Decide
In matters of taste, most people, most of the time don't know what to think unless someone or something tells them. This is where brands and marketers help customers make decisions.
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How To Keep Your Brand On Top
What has your brand planned for next? How will you capitalize on what works? Why will that feel like a natural extension of the relationship that your customers already have with you?
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People
Have him in circles
134 people
Bruce Taylor's profile photo
Bob Leonard's profile photo
Martin Bellinger's profile photo
Anne Yapy's profile photo
Ritesh Saxena's profile photo
Emotive Brand's profile photo
Fatmir Hyseni's profile photo
David Koopmans's profile photo
deirdre breakenridge's profile photo
Work
Occupation
Brand Consultant
Employment
  • The Blake Project
    Brand Consultant, present
  • Saatchi & Saatchi, Idea Connections
Basic Information
Gender
Male
Story
Tagline
Managing Partner, Brand Consultant at The Blake Project
Introduction

I began my career as a broadcast journalist. Ventured into the PR and Advertising Agency worlds. My focus now (and has been for some time) is on the discipline of branding. At The Blake Project I enjoy helping large and small growth oriented companies design, manage and build brands that drive revenue through differentiated customer experiences.

That could mean delivering one or more of the following: brand audits, brand research, brand strategy, brand (re)positioning, brand architecture, brand identity, brand management, brand measurement, brand licensing, brand extension, brand education, internal brand building, brand building on the Internet/social media and international speaking engagements with an emphasis on branding. We also help with customer touchpoint design.

Our clients include Abbott Labs, GE, Unilever, Philips, National Parks Service, Wyndham Hotels, Darden Restaurants (Olive Garden, Red Lobster etc.), Johnson & Johnson, American Express, the NBA's Utah Jazz, and many other respected organizations.

I am most interested in expanding my universe of great people. Our blog, BrandingStrategyInsider.com has been a great tool for this.

Best wishes,

Derrick

Places
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Currently
Los Angeles, California
Previously
Tampa, Florida - Rochester, New York - Frankfurt, Germany - Crete, Greece - Seoul, Korea - Portsmouth, New Hampshire - Whitefield, Maine