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Derrick Daye

Derrick Daye Future Of Branding

What Does The Future Hold For Marketing?


Brand Marketing Future

William Gibson, speculative fiction writer, has several times

The future
is already here — it's just not very evenly distributed.

The truth of this statement lies in the fact that trends are
formed by the adoption of something new that facilitates an unchanging human
motivation: a need, want or desire. For instance, the advent of Facebook and
other social media did not create the desire to share our lives with others,
but they have enabled the ability to share more easily, immediately and widely
than ever before.

So whatever the future holds, its roots are here with us in the
present. The real trick is to predict which thing is going to be the next big
thing, which is why Mark Twain was right when he said:

The art of
prophecy is very difficult, especially with respect to the future.

Here are three mini scenarios for 2020. My question for you is
what will really happen? Do these seem likely or do you envisage an alternative

Scarcity of Time

  • People find themselves increasingly short of time, and can no
    longer get by with less sleep. 
  • Lifestyles become less planned, more immediate and
  • People become reliant on technology and brands to facilitate
    their lives. 
  • Consumers expect to be able to get what they want when they want
    it, leading to a boom in on demand and delivery services. Product brands seek
    to add levels of service and just in time accessibility to their offer. 
  • People expect
    packaged goods, food and drink, to be resupplied automatically. As a result,
    brand owners must focus on initial brand adoption rather than encouraging brand

2. Battle for Control

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Brand Watch Derrick Daye

Weakness In The Apple Brand?


Brand Strategy Apple Groupon

People who work in brand admire Apple for very good reasons. An
iconic brand that delivers revolutionary, beautifully designed and incredibly
profitable products.

In light of recent events we wonder if we are starting to see weakness in the Apple Brand. Recent
Wall Street iPhone 5 expectations were not metbrand
 is diminishing while Samsung’s
popularity is increasing
. The share price is suffering too. Is the brand struggling to retain its status as
the Apple of people’s eye? Consider these points:

▪ Leadership? Steve Jobs was a superb brand marketer, visionary and was core
to Apple’s brand story (starting off in the garage etc). Tim Cook has very big
shoes to step into. Can he really match up to Steve Jobs with regards to vision,
brand strategy and product innovation? A tough act to follow.

▪ Questionable brand personality? Apple was recently ordered to remove a banner
from its site that hid the court ordered apology to Samsung relating to the
recent IP case. Apple has also been in the press with regards to questionable working practices. Will consumers
identify with this type of brand?

▪ Stronger Competitors? Samsung is launching products people are buying.
Similarly, Samsung is starting to poke fun at Apple’s coolness in its recent
campaigns. This indicates growing confidence. More importantly, this
advertising strategy serves a deep psychological and emotional purpose – to get
Apple consumers to question their decision making motives and chip away
at emotions concerning conspicuous consumption.
Insidious? Maybe. Clever. Definitely. Similarly in brand hungry countries like
China Apple’s position is being challenged by increasingly
powerful incumbent brands. Apple’s iPhone 5 is also struggling to get traction in China’s mobile market through
up-channel relationships with key players like China Mobile. Apple needs a
piece of the Chinese mobile market pie but key channels are not playing ball.

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Derrick Daye Political Brand Strategy

Marketing At The Margins


Presidential Campaign Brand Strategy

This is the third of three
blog posts on the valuable marketing lessons to be learned from the recently-concluded
Presidential election. One and two can be found here and here.

the many lessons the successful Obama campaign taught brand marketers, one has
been largely overlooked. It is this: the
current Big Data ramp-up in marketing database infrastructure needs to be
focused on winning at the margins.

about the campaign’s voter database continue
to dominate post-election coverage
of Obama’s victory. These stories are filled with fascinating details
about the fusion of disparate databases, the profiles constructed of individual
voters, the likelihood scores assigned to each individual, the targeted phone
calls made and the frequency of making them, and the experiments conducted to
optimize the framing of Obama’s message to voters. But few of these stories describe, or even
recognize, the most valuable purpose of these efforts, which was to sway and
motivate voters at the margins.

were two such marginal effects the Obama campaign needed to accomplish. The first was to get the Obama constituency
to the polls. Romney’s campaign made a
huge bet that Obama would fail to get the vote out among his strongest
constituencies, and thus the final distribution of actual voters would wind up
in Romney’s favor. As it turns out, this
was a very bad gamble. The Obama
campaign was able to use its data infrastructure to turn out likely Obama voters
at the margins who, otherwise, would probably have not gone to the polls.

second effect was to persuade many of those on the fence to vote for the
President. Again, this was a marginal
effect, one of winning over the next voter, and then the one after that and the
one after that, etc., with each successive voter a little harder to convince
than the one before.

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Derrick Daye Marketing Books

Brand Aid For The Holidays


2013 is on the horizon and with it the x-factor of increased competition. The stakes are high. How will your brand fare? Will it meet expectations? Brand Aid helps marketers around the world build an advantage in their marketplace. This indispensable guide to building winning brands will help you and your colleagues too.

Perhaps you need to help your CEO or CFO better understand their role in building a leading brand or you or your staff are looking to better understand key concepts in brand management, consider Brad VanAuken's Brand Aid, the first comprehensive, practical how-to guide on building winning brands.

Brand Strategy Brand Aid Brad VanAuken
In writing this book, Brad draws upon his over thirty years of experience building world-class brands. It is full of templates, formula, case studies, research findings, and other useful tools on topics ranging from brand research, brand positioning and brand advertising to brand equity measurement, legal issues in brand management and creating a brand building organization. 

Brand Aid avoids jargon and is succinct and easy to read. It covers all of the most pressing brand management and marketing issues faced by today's busy marketing manager in today's complex marketing environment.

Key features include:

  • rare overview of the entire brand management process
  • analysis of the 40 most common brand problems together with their solutions
  • 17 checklists (450+ questions) covering all areas of brand management
  • extensive coverage of two very timely topics – (1) brand building on the Internet and (2) creating a brand building organization
  • 60+ non-traditional marketing approaches that work
  • extensive brand management and marketing research findings
  • template for conducting a comprehensive brand audit
  • extensive directory of online brand management and marketing resources
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Derrick Daye Political Brand Strategy

Brand Strategy And Politics: A New World


Political Brand Strategy

This is the second of three posts on the brand marketing lessons to be learned from the recently-concluded
Presidential election. The first can be found here.

is one thing in particular about the recent election results that Baby Boomers
should take care not to overlook. The world Boomers live in nowadays is no
longer their own.

is to say that, as a group, Boomers voted one way; young people voted another. Exit polling data from Pew
found that 60 percent of voters under 30 voted for President Obama while only
48 percent of voters 30 and older voted that way. Contrast this with 1980. Reagan
captured 56 percent of the under-30 vote, along with 62 percent of the
30-and-over vote. In other words, in 1980, young Boomers, as a group, voted the
same way as their parents. Not so in 2012.

generational divergence was first seen in the 2004 race between Kerry and
Bush. In that year, 54 percent of
under-30 voters voted for Kerry versus 47 percent of over-30 voters. But it has only been in the last two
elections with Obama that the political preferences of young people have
overwhelmed those of older voters.

far back as McGovern versus Nixon in 1972, young people and older people have
swung the same way politically (with the one exception of Clinton versus Dole
in 1996), barely differing in proportions in most elections. No longer. In the
last three Presidential elections, young voters have marched to a completely different
drummer, and now older voters must make do in a world at odds with their overall

sort of ascendance of Millennials is an unprecedented generational
phenomenon. Boomers came of age with new
values but the same politics as older people; so, too, GenX. Millennials are
the first generation since the end of WW2 to start off with a completely
different politics than their elders, and they are doing so in such numbers
that their preferences are dictating terms for everyone else.

is true of politics is true of brand marketing as well.

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