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Derrick Daye
Works at The Blake Project
Lives in Los Angeles, California
136 followers|10,087 views
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Derrick Daye

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Moving Brand Conversations To Recommendations
Until people see your brand as part of their world, they may talk about you but they are less likely to recommend you than most marketers would like to imagine.
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Never Forget Marketing’s Most Basic Principles #branding #strategy  
As our discipline ages and the concepts of marketing become established and embedded into the lexicon of everyday life, we risk forgetting what their original definitions meant and how we were supposed to apply them.
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9 Ways To Counter The Agency Positioning Dilemma
Advertising agencies all look the same and say the same things which highlights just how difficult brand differentiation is in our industry.
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A Talk With Ogilvy, Bernbach, Burnett And Reeves
David Ogilvy, Bill Bernbach, Leo Burnett and Rosser Reeves left indelible marks on the advertising landscape. Their works influenced generations of consumers and marketers. Today on BSI - a virtual interview constructed with some of their most significant thoughts on the business and where it is headed.
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4 Ways To Deflect Attacks From Challenger Brands
As a leading brand, If you don’t want to take a direct approach in response to what you are being challenged on because you are concerned, probably quite rightly, that it will play straight into the hands of those throwing stones, here are four oblique but highly effective ways to minimize the effectiveness of the insurgent.
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Knowledge Brands Face New Competitive Forces
All things social are creating a herd of copycats following practices, methods and behavior created by the frenzy of learning something new. What is the impact for knowledge brands?
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Build A Useful Brand Before You Make It Amazing
The secret to brand success lies in perceiving when to change and how much to change.
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Brand Loyalty: Stuck On Versus Stuck With
There are some brands we are stuck on, others we're stuck with. Brands we're stuck on are those where we've developed a relationship out of our own free will (Apple, Starbucks, Zappos). Brands we're stuck with are those where we've become trapped through contracts (phone carriers, cable companies), switching costs (banks, software) or incentives (airlines via their loyalty programs).
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10 Things A Brand Must Have
People buy brands, not managers. And yet think about the number of managers who make judgment calls, sometimes very big judgment calls, based on their own opinions and experiences? They feel comfortable because they are expressing views and making decisions that fit with their worldview.
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The Everlasting Value Of Demographics
Despite what the marketing critics say, using demographics as part of a broader approach to behavioral segmentation and targeting remains a valuable activity for many marketers and brands.
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8 Ways To Build A More Valuable Brand
We talk a lot about the pressures on brands to perform and about the difficulties of staying competitive in huge and rapidly changing markets. Nevertheless, global brands experienced a 12 percent increase in value in 2014 – and there are powerful lessons for all those responsible for brands in how they did that.
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How Pricing Impacts Brand Reputation
There’s economic reward to be gained by devising pricing and payment strategies that confuse the hapless consumer into handing over more money. But what about the brand impact?
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Have him in circles
136 people
kumar manish's profile photo
Richard Sullivan's profile photo
Ashraf Ahzam's profile photo
Heather Rast's profile photo
Giang Phan's profile photo
chander shekhar Joshi's profile photo
Anubhav Bharadwaj's profile photo
Kurt Uhlir's profile photo
Fatmir Hyseni's profile photo
Work
Occupation
Brand Consultant
Employment
  • The Blake Project
    Brand Consultant, present
  • Saatchi & Saatchi, Idea Connections
Basic Information
Gender
Male
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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