Author Archive | Derrick Daye

Changing The Brand Culture – To What Purpose?

Organizations tend to speak about purpose and change as if they are separate subjects. Increasingly, we’ve been asking whether the two could and should be much more closely linked, prompting a shift in question from “Change – to what end?” to “Change – to what purpose?” If we could focus change on ideas that were […]

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Brand Success: Ideas Or Access?

As scale focused brands continue to push their footprints further afield in the search for growth, big distributors, both online and off, offer strong and proven channels through which to reach consumers. Such channels are very attractive – they are major brands in their own right, they bring kudos and market credibility, and of course […]

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Focus Your Brand On Cause Not Effect

Communication is just one tool to convey brand message. Marketers and brand strategists are not employed by companies to create communications – they are employed to create change in consumer behavior. Instead of deluging customers with messages about the point a brand is trying to make, imagine how a brand might let customers experience the […]

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The Emotional Drivers Of B2B And B2C Brands

Philip Kotler once described brands as helping people to make decisions. In a world of frenzied competition and bewildering choice, they are of course the fastest, simplest and most effective way to link a name to a perception of value. What can easily be overlooked however is that B2B and B2C brands are not just […]

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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. But that doesn’t mean they’re necessarily doing the brand justice, […]

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Customer Co-Creation For Higher Brand Value

Microsoft had a tough year in 2012. According to Millward Brown’s BrandZ™ ranking of the 100 most valuable global brands, the company saw their brand value drop 9% between May 2012 and 2013. It appears that Microsoft changed too much, too soon when they launched their new operating system, Windows 8. And with that they […]

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Brand Strategy And Co-Creation Workshops

There’s clearly excitement in the research and advertising world when it comes to the social media power of online co-creation. In fact, over the past decade online crowdsourcing and communities have become an important concept in social media marketing. They’ve given consumers a direct voice into decision-making and have increased their engagement with the brand. […]

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How Brand Marketers Evolve

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” ~ Charles Darwin And so too for today’s marketer. In our unforgiving world of fast changing markets and a 26 month average tenure for CMO’s, leading marketers couple instinct […]

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50 Ways To Differentiate Your Brand

Everybody wants a brand that’s different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference. They say they want to be distinctive to consumers but often, in their heart of hearts, they actually want to align (read conform) with the rest of the industry. One […]

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Brand Storytelling: Express Contagious Energy

Like intention, authenticity and energy cannot be faked. If you’re telling a story you don’t believe in, your audience will sense it instantly. They’ll feel it and act on that feeling, even if they can’t justify their feeling in words. The good news is that they will pick up just as instantly on your genuine […]

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