BrandQuote - June 7
“The crucial ingredient in the success of any brand is its claim to authenticity.”
- Al Reis and Laura Reis, from The 22 Immutable Laws of BRANDING
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About The Authors
Derrick Daye
Managing Partner
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Derrick has spent the past 18 years helping organizations release the full potential of their brands. His experience is as deep as it is diverse encompassing the disciplines of advertising, branding, sales promotion and public relations. Most notably he has worked with the White House Press Corps, Johnson & Johnson and the National Basketball Association.
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Brad VanAuken
Chief Brand Strategist
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Recognized as one of the world’s leading experts on brand management and marketing, Brad wrote the best selling book Brand Aid, the first comprehensive practical, ‘how-to’ guide on building winning brands. A much sought after consultant and speaker, he writes extensively for the business press and academic journals and is regularly quoted in trade publications.
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- Loss of Focus and Line Extension
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- Brand Recall and the Mind
- Ad Copy Testing Defined
- The Power of the Specialist Brand
- Changing Minds in the Marketplace
- How Far Can The Marlboro Brand Stretch?
- Simplicity: A Powerful Brand Strategy
- The Mind and Purchase Decisions
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Top Posts
Recognition
June 07, 2009
March 01, 2009
BrandQuote - March 1
"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination."
- David Ogilvy
Sponsored By: Brand Aid
February 07, 2009
BrandQuote - February 7
"A brand that captures your mind gains behavior. A brand that captures your heart gains commitment."
- Scott Talgo
Sponsored By: Brand Aid
December 14, 2008
BrandQuote - December 14
"The more things you try to become, the more you lose focus, the more difficult it is to differentiate your product. Mark Twain said it best, 'I cannot give you a formula for success, but I can give you a formula for failure, which is: Try to please everybody.'"
- Jack Trout/Mark Twain
Sponsored By: Brand Aid
September 28, 2008
BrandQuote - September 28
“Marketing is too important to be left to the marketing department”
-David Packard, Hewlett-Packard
Sponsored By: Brand Aid
September 08, 2008
BrandQuote - September 8
"The philosophy behind much advertising is based on the old observation that every man is really two men -- the man he is and the man he wants to be."
- William Feather
Sponsored By: Brand Aid
August 08, 2008
BrandQuote - August 8
"The most powerful element in advertising is the truth."
- Bill Bernbach, Advertising Legend
Sponsored By: Brand Aid
June 15, 2008
BrandQuote - June 15
“An organization can only ‘walk the talk' when its managers deliberately shape its internal reality to align with its brand promise…(the brand's) values must be internalized by the organization, shaping its instinctive attitudes, behaviours, priorities, etc.”
Alan Mitchell, “Out of the Shadows” Journal of Marketing Management 15, No. 1-3, January-April 1999: 25-42
Sponsored By: Brand Aid
June 08, 2008
June 01, 2008
BrandQuote - June 1
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”
- Jack Trout and Al Ries in the marketing classic Positioning: The Battle for Your Mind
Sponsored By: Brand Aid
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BRAND AID:An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position. Order Brad's Best-Seller Here.
2009 Brand Education Seminars
The Blake Project offers comprehensive seminars on many key branding topics. They are designed to educate and empower executives, brand managers and marketing professionals to release the full potential of their brands. Download 2008BrandEducation.pdf (675.2K)
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Blog Roll
Top Ten
- Benefits of Building Strong Brands
- Increased revenues and market share
- Decreased price sensitivity
- Increased customer loyalty
- Additional leverage with vendors and retailers (for manufacturers)
- Increased profitability
- Increased stock price, shareholder value and sale value
- Increased clarity of vision
- Increased ability to mobilize an organization's people and focus its activities
- Increased ability to expand into new product and service categories
- Increased ability to attract and retain high quality employees
