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Derrick Daye

Customer Insight Derrick Daye

18 Customer Facts Marketers Can’t Ignore


The Ritz – Carlton brand was built on world-class customer service. Its motto, ‘We are Ladies and Gentlemen Serving Ladies and Gentlemen’ is brought to life each day and has powered one of the world’s top brands for meeting and exceeding customer expectations. The following statistics provide more inspiration to know, serve and cherish the customers that help build your brand.

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Branding Conferences Derrick Daye

360° Of Brand Strategy For A Changing World


Branding Strategy Insider and The Blake Project Proudly Present:

The Un-Conference: 360° of Brand Strategy for a Changing World

May 16-17, 2013

Andaz Hotel, San Diego, California

Limited to 100 Participants

Dedicated solely to the art and science of brand strategy and management, this two-day workshop will be unlike anything else you’ve ever experienced!

For two full days in May 2013, a small, exclusive group of marketers will gather together with legendary marketer John Sculley and the Senior Partners of the Blake Project to create a one-of-a-kind learning and networking experience dedicated to all aspects of building successful brands for the 21st century.

Intensive and illuminating, this workshop will equip participants with the insight, tools and techniques required to release the full potential of their brands in a new era where consumers now drive and own the conversation about brands.

The Un-Conference: 360° of Brand Strategy for a Changing World

Over the past two decades, the specialized discipline of brand strategy and management has evolved significantly from an advertising function to a strategic business imperative for creating competitive advantage and greater financial value.

For nearly a decade, the Branding Strategy Insider blog has been recognized by brand marketers all over the world as their leading source of insight, inspiration and innovation, un-covering the ideas and techniques of the best thinkers and practitioners in the business who are driving innovation in all aspects of brand management for the 21st century.

As an extension of this highly-valued brand education resource, The Blake Project and Branding Strategy Insider have designed a brand education experience unlike any you have ever attended. It’s not the typical conference format of talking heads and distance between you and the experts. These two days are interactive working days where you will take a deep-dive immersion on the most important aspects of creating innovative brand-building strategies – all presented in a unique and competitive team environment.

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Advertising Derrick Daye

Advertising And The Art Of Making An Impression


Brand Strategy Advertising

The reference to an “advertising message” makes me wince. The
word “message” seems to imply that the advertising is designed to convey
specific information or an argument. But not all advertising is intended to
persuade people by arguing the merits of a brand. And even when it does, I
think we overestimate the degree to which people actually comprehend what is
shown and said in advertising.

Particularly for dynamic media like TV, online video, radio and
cinema, people rarely assess the relevance of an ad at the time of viewing.

There are three reasons for this.

First, there is no pause for thought. If people have decided to
watch the ads, then new content is constantly displacing attention on the old.

Second, most people are not in the shopping window, i.e. the
subject matter is not immediately relevant to them.

And, third, even for those in the shopping window, the
information is understood as a claim, it is not yet a belief confirmed by

But this does not mean that most advertising is ineffective.
Provided the ideas conveyed by the ad come to mind when relevant, then it will
have an effect, i.e. when someone is thinking about buying the product in that
category. So in the vast majority of cases, the best we can hope of any
advertising is that the content is noticed at the time of viewing and the idea
and feelings evoked are linked to the brand in people’s memories.

This is why I have always preferred the old-fashioned term,
“advertising impression.” Although it is typically used as a media term to
imply an exposure or ad view, the word “impression” also implies that people
get the general idea. They understand the gist of what is being said, without
necessarily consciously considering what the ad is trying to convey at the time
of viewing. An impression is the mental image of a brand that sticks in
people’s minds.

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Brand Licensing Branding: Just Ask... Derrick Daye

Brand Licensing Strategy


Brand Licensing Strategy

Branding Strategy Insider helps marketing oriented leaders and
professionals like you build strong brands. To that end we're happy to
answer your marketing questions. Today we hear from Kate, a business reporter for National Public Radio in Rochester, New York who writes…

"Kodak cameras and related products will be back in the
marketplace this year, but they won't be made by Kodak. The photo pioneer
stopped making digital cameras about a year ago. Now it is licensing its brand name
to another camera maker. Please answer a few brand licensing questions for me."

1. What if any concern should Kodak have in licensing
their brand?

As with all brand owners, Kodak should be aware that
JK Imaging or any other licensee will have certain rights to the Kodak brand
and through their licensing relationship, JK Imaging could adversely impact
Kodak brand equity. This could result from the sale of poor quality
products, the sale of the Kodak licensed products in an unauthorized channel or
region, or from not ensuring the manufacturing facility used by JK Imaging
complies with safe international working standards. To mitigate this risk,
Kodak should have first vetted JK Imaging through a rigorous due diligence
process to ensure JK Imaging can deliver against the Kodak brand promise in all
products they manufacture. Second, Kodak should ensure they have a
thorough approval and auditing process to affirm that all products sold in the
marketplace meet their standards and that all facilities are compliant with
government and trade guidelines. By picking a best in class brand licensee,
Kodak will continue to reinforce their brand equities as they engage with
consumers across all channels and regions where the brand is licensed.

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Brand Marketing Derrick Daye

7 Things Great Marketers Do


Brand Marketing Strategy

often think about why there are so many really smart people in business, yet
there seem to be so few really great marketers.

Here are seven actions I have seen define great marketers:

1. Seek Deep Customer Insight

always searching for an insightful data-driven customer fact. At Pepsi, it was
that consumers would consume as much beverage as we could get into the
household inventory. This fact led to our development and marketing focus on
the first 2-liter plastic beverage container. At Apple, the early days in the PC industry
were mostly about empowering people with spreadsheets. Steve Jobs recognized
the opportunity to empower people with a personal publishing system that was
inexpensive and easy to use. This led to the creation of desktop publishing.Today, I'm very focused on an impressive fact that my business associates and I
discovered in a survey we ran last summer: 24% of the US population has visited a walk-in urgent care clinic at
least twice in the past 12 months. That's a big insight about the opportunities
for disruptive retail health services.

2. Seek A Wide Range Of Expertise

most disruptive breakout opportunity requires expertise in more than one
domain. My focus currently is in the three converging domains of the complexity
of health care reform + mobile and cloud technology enabling services + Big Brand consumer marketing. Most very
successful big companies are focused on the domains that made them successful
in the past and are under-skilled in the new domains needed for disruptive
. Steve Jobs had domain expertise in user experience computer design.
He recruited me despite the fact that I had no previous computer background
because I had domain expertise in something Steve wanted badly, Big Brand
consumer marketing. The advantage of having a leadership team with multiple
domains of expertise is that it really helps us as marketers to connect the dots
and develop differentiated strategies from our competitors.

3. Make An Iron-Clad Commitment To The Customer

always about the best possible customer experience. Great marketers are uncompromising
about not saving money at the expense of their customers’ experience. Big
brands are always built around strategies that focus on customer trust and
loyalty. Some of the biggest mistakes are made when companies, for various
reasons, chip away at their products, hoping their customers won't notice.
Customers always find out, eventually, and they don't like it when they do.

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