The clearest sign a company may need to rebrand isn’t an outdated identity. It is a growing distance between what the business has become and what the market still believes it to be.
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,...
Corporate jargon is pretty miserable. Executives use euphemisms and empty phrases to cover up the truth. Reading an earnings report is sometimes the equivalent of nails scratching on a blackboard. The generic puffery of language – employed to dull our senses and calm our expectations – is numbing.
The one thing we marketers want more than anything else is people’s time. We have all kinds of metrics to track it. Indeed, it’s the thing we track most, more so than spending and usage.
You are likely focused on the next round of innovations in the pipeline and how you will elevate and communicate the attributes and features of these new products at launch. Familiar territory for the vast majority of day-to-day marketing assignments and priorities. Yet the consumer has other priorities, driven by existential shifts and concerns that increasingly interfere with and refocus their goals and aspirations.
