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Derrick Daye
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Internal Brand Building

As important as making a unique and compelling brand promise is keeping that promise. It’s that simple. That’s where internal brand building comes in. The process of activating the brand promise with the help of an organizations’ greatest asset – its people.

Internal Brand Building

Change Management And The Power Of Language

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Brand Language

Change programs are so often about actions. So much so in fact that the dialogue that surrounds and informs those changes can be dismissed as “just talk”.

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Internal Brand Building

Brand Management Success From Within

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Brand Management Success From Within

It’s with no surprise that your ability to build a strong brand is greatly influenced by the decision makers around you.

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Internal Brand Building

Marketing + HR = Employer Brand Power

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Marketing + HR = Employer Brand Power

Strong brands ultimately have four classic effects on markets.

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Internal Brand Building

Linking Mission, Vision And Brand Promise

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Linking Mission, Vision And Brand Promise

When a CEO intends to build consensus around and anchor his or her organization’s raison d’être, he or she often looks to mission, vision and core values statements to do this. The CEO leads the process of crafting these statements with his or her senior leadership team and board of directors, usually with the help of an outside facilitator.

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Internal Brand Building

Of Branding And Greed

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Of Branding And Greed

In a recent post, I attempted to clarify what branding is all about. It comes down to building perceptions about what makes your product different and what the benefit is in this difference.

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