Dr. Derrick Daye

Managing Partner, Consultant at The Blake Project, Publisher of Branding Strategy Insider. Helping businesses build and communicate value. USC Alum.

[Dr. Derrick Daye @DerrickDaye]

This one is personal. For more than twenty years, The Blake Project carried the same identity into the world. It served us well. But there comes a point when honoring the past means refusing to let it limit the future.

https://t.co/0JI9k7wMJx

[Dr. Derrick Daye @DerrickDaye]

Great products win because the market understands what problem they solve, why that problem matters now, why the solution is different, and why the brand behind it deserves belief.

https://t.co/UtDABA9EFH

[Dr. Derrick Daye @DerrickDaye]

The marketing funnel has outlived its usefulness.
It teaches brands to chase customers rather than keep them. It rewards acquisition, not reinforcement. It treats purchase as the end of the journey, when it should be the beginning of the relationship.

https://t.co/rWyM9Yib6z

[Dr. Derrick Daye @DerrickDaye]

Brand strategy needs a simulator now. Not as another piece of technology, but as a leadership discipline: the practice of testing strategic assumptions before they become financial commitments. #brandstrategy

https://t.co/cn9tcX7rTF

[Dr. Derrick Daye @DerrickDaye]

Financial engineering does not always unlock value. Sometimes, it extracts value from the very brand it claims to save.

https://t.co/w6ZheoqUH5

[Dr. Derrick Daye @DerrickDaye]

Customers should never have to work hard to understand who a brand is for, what it stands for, and why it matters to them. When they do, it becomes a business problem.

https://t.co/Jv3HQzXEXx

[Dr. Derrick Daye @DerrickDaye]

In this economy, value represents more than price. It is about reassurance, confidence, and reducing the perceived risk of making the wrong choice. J. Walker Smith #brandstrategy #brandmanagement

https://t.co/skUKdHkAB4

[Dr. Derrick Daye @DerrickDaye]

Customers should never have to work hard to understand who a brand is for, what it stands for, and why it matters to them. When they do, it becomes a business problem.

https://t.co/Jv3HQzXEXx

[Dr. Derrick Daye @DerrickDaye]

The Blake Project’s Value Acceleration Studio™, is a human-led, AI-enabled offering designed to help leadership teams solve business problems through the lens of brand.
https://t.co/3ph3iGeFtx

[Dr. Derrick Daye @DerrickDaye]

Harley-Davidson does not have a heritage problem. It has a relevance problem. The strongest heritage brands reinterpret their past for the next generation without losing the meaning that made people care in the first place. @harleydavidson

https://t.co/imKlWNFfCz

[Dr. Derrick Daye @DerrickDaye]

The Blake Project’s Value Acceleration Studio™, is a human-led, AI-enabled offering designed to help leadership teams solve business problems through the lens of brand.
https://t.co/3ph3iGeFtx

[Dr. Derrick Daye @DerrickDaye]

This one is personal. For more than twenty years, The Blake Project carried the same identity into the world. It served us well. But there comes a point when honoring the past means refusing to let it limit the future.

https://t.co/0JI9k7wMJx

[Dr. Derrick Daye @DerrickDaye]

AI has put an end to emotions in marketing, we are told. It’s all about facts. Not about emotions. Marketers know better: as long as humans make the final decision about what to buy, emotions will always be in the mix.

https://t.co/WOKchKYzcG

[Dr. Derrick Daye @DerrickDaye]

Every nation has a brand, whether it manages it intentionally or not. When pressure arrives, communications alone cannot restore what governance and behavior have weakened.
https://t.co/RyBE8Q7aRC

[Dr. Derrick Daye @DerrickDaye]

At 175 years, Corning, Inc. is more than a longevity story. It is a case study in how relevance is earned again and again as markets, technologies, and customer needs change. #brandmanagement #innovation

https://t.co/Ir58LgT41a

[Dr. Derrick Daye @DerrickDaye]

Remarkably, even though Song Airlines (Delta’s high-touch low-cost subsidiary) was folded back into Delta in Mid 2006, there is still interest from former customers and employees about what a great brand it was.
https://t.co/2wvttu8yjz

[Dr. Derrick Daye @DerrickDaye]

A brand is only as strong as the operating system behind it. Values, purpose, and positioning mean little if they are not reinforced by planning, decision rights, measurement, and governance. #brandculture #brandmanagement #brandvalues

https://t.co/AKQmfgzHwL

[Dr. Derrick Daye @DerrickDaye]

Nike's immediate goals are business survival and brand revival. @Nike #brandstrategy #turnaroundstrategy #brandmanagement

https://t.co/7WByZAmCpW

[Dr. Derrick Daye @DerrickDaye]

Brand dilution is rarely the result of poor decision-making. It is usually the result of disconnected decision-making. #brandmanagement #growthstrategy

https://t.co/OeLJgND9pY

[Dr. Derrick Daye @DerrickDaye]

Brand dilution is rarely the result of poor decision-making. It is usually the result of disconnected decision-making. #brandmanagement #growthstrategy

https://t.co/OeLJgND9pY