Twenty years ago, Branding Strategy Insider began with a straightforward ambition: create a place where people serious about building brands could find thinking that made them better at it.
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,...
The role of CEO is a success label. Wall Street and investors view the CEO as the fiduciary leader who will drive an enterprise’s performance to greater shareholder financial results. The shareholder mindset tends to be short-term rather than long-term, which puts brands at a disadvantage.
One of the most difficult tasks for brand marketers is aligning an enterprise around a corporate Brand Purpose (North Star) and Brand Promise. Gaining adherents rather than mere acceptors is a difficult goal. Regions and local sectors tend to push back on global brand dictates, even if the centrally-sent statements ring true.
Jack Welch, renowned CEO of General Electric, used to say that your business should be #1 or #2 in your market. If not, get out. This belief was derived from the famous PIMS work begun in the 1960s. Initiated at General Electric, PIMS, Profit Impact of Marketing Strategy, focused on identifying factors that would impact economic success. ROI (Return on Investment) was the primary measure of success, alongside Return on Sales (ROS) and real (organic)...
