A Conversation With Dr. Derrick Daye on Positioning, AI and the Brand Work That Matters. Dr. Derrick Daye has spent more than two decades helping leadership teams connect brand strategy to business performance. As Founder and Managing Partner of The Blake Project and Publisher of Branding Strategy Insider, he has advised more than 250 B2C and B2B brands and organizations across more than 40 industries, including Abbott, Coca-Cola, Intel, Nestlé, Deloitte AI, EA Sports, LexisNexis,...
While the coming year will undoubtedly usher in new products and innovation, it will also bring corporate change to many retailers, distributors, and manufacturers. Many companies will consider consolidations to enhance their strengths, reduce competition, or achieve financial or operational benefits. According to MarketWatch, M&A activity in 2024 has seen a resurgence, and it’s anticipated there will be a 21% increase in 2025. We are already witnessing consolidation across may sectors, where large brands have...
The Home Depot’s “How doers get more done” is a customer empowerment promise akin to Nike’s legendary “Just Do It.” The brand is itself a “doer” of a balanced use of what we call hard and soft power. Often, power is equated with worth, valuation, stock price, access to capital, growth, market share, category dominance, etc. This is what we define as hard power. Soft power, on the other hand, is the proverbial velvet hammer....
As marketers, we want our brands to be loved and admired … and purchased. Everything we do is aimed at selling more goods to more people more often. But sometimes, even the great brands miscalculate, underestimate, or become too ambitious. What seemed like the next big idea becomes the next big dud. Then your loyal customer turns on you and takes their business somewhere else. That coveted relationship, that impressive sales volume, that enviable market...
There has been a lot in the news about “The Great Reset” when it comes to converting from fossil fuels to renewable energy. Brands should also consider another kind of “reset” … one that deals with marketing themselves as sustainable. There’s no doubt that a greater emphasis on sustainability is here to stay and will affect how business responds, especially when it comes to marketing themselves. But the right response is no longer whether your...
