Emotional Drivers Steer The Fate Of Brands

Human-Centric Brands Cannot Be Automated

Derrick Daye — Wed, 21 Feb 2018 08:10:22 +0000

At the core of every brand is a reason for being — its purpose. Purpose is the difference that a brand makes in people’s lives, the answer to a human need, and when strong enough, the catalyst for lasting relationships.

When we analyze the massive change in our world today we find one great constant; people want relationships. Relationships…cannot be automated.

The world needs the warmth of human-centric brands now more than ever. For 50 marketers that are committed to building the human side of their brands, The Blake Project and Branding Strategy Insider have designed a uniquely powerful learning experience. We call it The Un-Conference: 360 Degrees of Brand Strategy for a Changing World.

It’s unlike any other branding or marketing conference you’ve attended before:

Everyone in the room is an expert and gains from the sum of the expertise in the room.
Our competitive learning format is fun, energized and impactful.
The walls are down, there are no podiums or stages, there is no hierarchy – your uniform is jeans.
The focus is on actionable learning outcomes, not ticket sales.
Small is powerful, with only 50 marketers participating in hands on learning.
This is marketing’s ONLY issues-based, problem-solving event.
The experience is gamified and as in your marketplace, some will win, some will lose, all will learn.

No Attendees. Only Participants.
The best pathway for learning is through participation, not observation. The Un-Conference: 360 Degrees of Brand Strategy for a Changing World will challenge your thinking about brands and brand management. To do that, we’ll put you on a team of 10 and offer you opportunities to compete, lead and learn alongside other marketers in a unique environment. The challenges you’ll tackle are based on and influenced by the actual issues that you and other participants are facing.

In May of 2018, our 6th annual event, through the lens of Keeping Brands Human, we’re taking a close look at the shaping forces occupying the intersection of brand strategy and technology. Some of the topics we’ll cover include: How Brands Win By Being Strategically Humanistic, How Participation Drives Brands, Creating Frictionless Customer Experiences, Disruptive Marketing Trends, Building Emotional Connections, Encoding Brands In The Mind, Brand Storytelling, Brand Leadership, Digital Strategy, B2B Brand Strategy and more.

The Un-Conference is highly interactive and designed to question assumptions, taking participants on searching journeys to arrive at new and optimistic decisions about their competitive future.

It all takes place at The Hard Rock Hotel, San Diego, California May 14-16, 2018.

Our schedule…

Monday, May 14th – Kickoff Mixer: 7- 9pm at The Hard Rock Hotel Rooftop Pool

Tuesday, May 15th – Day 1: 8am – 5pm, at The Hard Rock Hotel / 6:30pm – ? Team building event and dinner

Wednesday, May 16th – Day 2: 8am – 5pm, at The Hard Rock Hotel

Who Should Participate?
We have reserved these two days (and a kickoff mixer on the evening of the 14th) for 50 senior B2C and B2B marketers who see professional growth and value creation as a mandate for success and who seek a learning experience superior to last century’s format of marketing conferences:

-Marketing oriented leaders
-Marketing professionals (brand managers, product managers, directors, vice presidents, CMO’s, brand strategists etc.)
-Advertising agency professionals (account executives, planners, creatives, agency heads)
-Marketers facing complex marketing issues
-Marketers seeking a competitive advantage
-Professionals in charge of brand building, brand management, human resources
-Professional brand consultants, digital consultants and researchers
-Entrepreneurs launching new brands
-Marketers who prefer participation over observation
-Marketers who have tired of last century’s conference format

Every year a wide range of marketing oriented leaders and professionals from around the world join us representing startups, emerging, regional, national and global brands. Past participants include AAA, Air France/KLM, Bayer, Bloomberg, Humana, Land O’ Lakes, Liberty Mutual, Pilot/Flying J, RJ Reynolds, TD Ameritrade, GlaxoSmithKlein, Wounded Warrior Project, Monsanto, Ogilvy, Kawasaki, GE and many more.

Your $2,500 registration includes:

-Private kickoff mixer at The Hard Rock Hotel Rooftop Pool

-Private Team building event and dinner

-Lunch and refreshments for both Un-Conference days

-Conference Materials

-Special room rates at The Hard Rock Hotel

Only 50 marketers can participate. To secure a spot for you or your group at The Un-Conference: 360 Degrees of Brand Strategy for a Changing World call me directly in Los Angeles at 813-842-2260. Or simply email me.

Brought to you by experiential agency Moosylvania and the Los Angeles American Marketing Association

I do hope you can join us.

Sincerely,

Derrick Daye for The Un-Conference, Branding Strategy Insider and The Blake Project

Building Human-Centric Brands

Derrick Daye — Tue, 28 Nov 2017 08:10:36 +0000

The world needs the warmth of human-centric brands now more than ever. B2B and B2C brands that recognize this are quickly adopting human qualities to attract customers in the human-centric era.

This requires unlocking customers’ latent anxieties and desires through social listening, netnography, and emphatic research. To effectively address these anxieties and desires, marketers need to build the human side of their brands. The brands should be physically attractive, intellectually compelling, socially engaging, and emotionally appealing while at the same time demonstrate strong personability and morality.

Few brands are prepared to do what is necessary to get closer to those that are most important to their future.

For 50 marketers that are committed to building human-centric brands, The Blake Project and Branding Strategy Insider have designed a uniquely powerful learning experience. We call it The Un-Conference: 360 Degrees of Brand Strategy for a Changing World.

It’s unlike any other branding or marketing conference you’ve attended before:

Everyone in the room is an expert and gains from the sum of the expertise in the room.
Our competitive learning format is fun, energized and impactful.
The walls are down, there are no podiums or stages, there is no hierarchy – your uniform is jeans.
The focus is on learning outcomes, not ticket sales.
Small is powerful, with only 50 marketers participating in hands on learning.
This is marketing’s ONLY issues-based, problem-solving event.
As in your marketplace, some will win, some will lose, all will learn.

In May of 2018, our 6th annual event, through the lens of Keeping Brands Human, we’re taking a close look at the shaping forces occupying the intersection of brand strategy and technology. Some of the topics we’ll cover include: Building Brand Admiration, How Participation Drives Brands, Creating Frictionless Customer Experiences, Disruptive Marketing Trends, Building Emotional Connections, Encoding Brands In The Mind, Brand Storytelling, Brand Leadership, Digital Strategy, B2B Brand Strategy and more.

The Un-Conference is highly interactive and designed to question assumptions, taking participants on searching journeys to arrive at new and optimistic decisions about their competitive future.

It all takes place at The Hard Rock Hotel, San Diego, California May 14-16, 2018.

Our schedule…

Monday, May 14th – Kickoff Mixer: 7- 9pm at The Hard Rock Hotel Rooftop Pool

Tuesday, May 15th – Day 1: 8am – 5pm, at The Hard Rock Hotel / 6:30pm – ? Team building event and dinner

Wednesday, May 16th – Day 2: 8am – 5pm, at The Hard Rock Hotel

Your $2,500 registration includes:

-Private kickoff mixer at The Hard Rock Hotel Rooftop Pool

-Private Team building event and dinner

-Lunch and refreshments for both Un-Conference days

-Conference Materials

-Special room rates at The Hard Rock Hotel

Brought to you by experiential agency Moosylvania and the Los Angeles American Marketing Association

I do hope you can join us.

Sincerely,

Derrick Daye for The Un-Conference, Branding Strategy Insider and The Blake Project

We Need People To Make Brands Work

Derrick Daye — Tue, 12 Sep 2017 07:10:29 +0000

In 2000, the Wired article The Future Does Not Need Us called into question whether machines were quite the panacea we hoped they were. It was possible, said Bill Joy, that this dependence on machines was not going to a good place. If we can conclude as marketers that machines are building barriers and taking the human factors out of brands he was right.

The power of big data is that it gives us what feels so much like greater insight. The danger is that it could tell us so much that we don’t think we need people to make brands work.

Well beyond the transactional world and high above functions, features and benefits, the strongest brands thrive by their human-centricity and the people behind it. Each connecting on a level where their customers turn from alternatives and accept no substitutes.

For 50 marketers that are focused on building human-centric brands, The Blake Project and Branding Strategy Insider have designed a uniquely powerful experience for keeping brands human in the age of disruption. We call it The Un-Conference: 360 Degrees of Brand Strategy for a Changing World.

It’s unlike any other branding or marketing conference you’ve attended before:

Everyone in the room is an expert and gains from the sum of the expertise in the room.
Our competitive learning format is fun, energized and impactful.
The walls are down, there are no podiums or stages, there is no hierarchy – your uniform is jeans.
The focus is on learning outcomes, not ticket sales.
Small is powerful, with only 50 marketers participating in hands on learning.
This is marketing’s ONLY issues-based, problem-solving event.
As in your marketplace, some will win, some will lose, all will learn.

In May of 2018, our 6th annual event, through the lens of Keeping Brands Human, we’re taking a close look at the shaping forces occupying the intersection of brand strategy and technology. Some of the topics we’ll cover include: How Participation Drives Brands, Creating Frictionless Customer Experiences, Disruptive Marketing Trends, Building Emotional Connections, Encoding Brands In The Mind, Brand Storytelling, Brand Leadership, Digital Strategy, B2B Brand Strategy and more.

The Un-Conference is highly interactive and designed to question assumptions, taking participants on searching journeys to arrive at new and optimistic decisions about their competitive future.

It all takes place at The Hard Rock Hotel, San Diego, California May 14-16, 2018.

Our schedule…

Monday, May 14th – Kickoff Mixer: 7- 9pm at The Hard Rock Hotel Rooftop Pool

Tuesday, May 15th – Day 1: 8am – 5pm, at The Hard Rock Hotel / 6:30pm – ? Team building event and dinner

Wednesday, May 16th – Day 2: 8am – 5pm, at The Hard Rock Hotel

-Marketing oriented leaders
-Marketing professionals (brand managers, product managers, directors, vice presidents, CMO’s, brand strategists etc.)
-Advertising agency professionals (account executives, planners, creatives, agency heads)
-Marketers facing brand strategy issues
-Marketers seeking a competitive advantage
-Professionals in charge of brand building, brand management, human resources
-Professional brand consultants, digital consultants and researchers
-Entrepreneurs launching new brands
-Marketers who prefer participation over observation
-Marketers who don’t believe that last century’s format of marketing conferences advances them as leaders.

Your $2,200 registration ($2,500 after September 25th) includes:

-Private kickoff mixer at The Hard Rock Hotel Rooftop Pool

-Private Team building event and dinner

-Lunch and refreshments for both Un-Conference days

-Conference Materials

-Special room rates at The Hard Rock Hotel

REGISTER BEFORE SEPTEMBER 25th and SAVE $300!

Brought to you by experiential agency Moosylvania and the Los Angeles American Marketing Association

I do hope you can join us.

Sincerely,

Derrick Daye for The Un-Conference, Branding Strategy Insider and The Blake Project

The Un-Conference: Keeping Brands Human

Derrick Daye — Thu, 17 Aug 2017 07:10:59 +0000

Today’s marketers must strive to eliminate the distance between brands and humanity. We must never forget that brands exist to meet human needs and the strongest ones are a reflection of ourselves. More and more, brands are adopting human qualities to attract customers, using advances in technology to bring them closer rather than reduce them to cold transactions.

The world needs the warmth of human-centric brands now more than ever.

For 50 marketers that sense the significance of this and are focused on building human centric brands, The Blake Project and Branding Strategy Insider have designed a uniquely powerful experience for keeping brands human in the age of disruption. We call it The Un-Conference: 360 Degrees of Brand Strategy for a Changing World.

It’s unlike any other branding or marketing conference you’ve attended before:

Everyone in the room is an expert and gains from the sum of the expertise in the room.
Our competitive learning format is fun, energized and impactful.
The walls are down, there are no podiums or stages, there is no hierarchy – your uniform is jeans.
The focus is on learning outcomes, not ticket sales.
Small is powerful, with only 50 marketers participating in hands on learning.
This is marketing’s ONLY issues-based, problem-solving event.
As in your marketplace, some will win, some will lose, all will learn.

In May of 2018, our 6th annual event, we are focused on Keeping Brands Human, taking a close look at the shaping forces occupying the intersection of brand strategy and technology. Some of the topics we’ll cover include: Disruptive Marketing Trends, Building Emotional Connections, Encoding Brands In The Mind, Brand Storytelling, Brand Leadership, Digital Strategy, Customer Experience, B2B Brand Strategy and more.

The Un-Conference is highly interactive and designed to question assumptions, taking participants on searching journeys to arrive at new and optimistic decisions about their competitive future.

It all takes place at The Hard Rock Hotel, San Diego, California May 14-16, 2018.

Our schedule…

Monday, May 14th – Kickoff Mixer: 7- 9pm at The Hard Rock Hotel Rooftop Pool

Tuesday, May 15th – Day 1: 8am – 5pm, at The Hard Rock Hotel / 6:30pm – ? Team building event and dinner

Wednesday, May 16th – Day 2: 8am – 5pm, at The Hard Rock Hotel

-Marketing oriented leaders
-Marketing professionals (brand managers, product managers, directors, vice presidents, CMO’s, brand strategists etc.)
-Advertising agency professionals (account executives, planners, creatives, agency heads)
-Marketers facing brand strategy issues
-Marketers seeking a competitive advantage
-Professionals in charge of brand building, brand management, human resources
-Professional brand consultants, digital consultants and researchers
-Entrepreneurs launching new brands
-Marketers who prefer participation over observation
-Marketers who don’t believe that last century’s format of marketing conferences advances them as leaders.

Your $2,200 registration ($2,500 after September 25th) includes:

-Private kickoff mixer at The Hard Rock Hotel Rooftop Pool

-Private Team building event and dinner

-Lunch and refreshments for both Un-Conference days

-Conference Materials

-Special room rates at The Hard Rock Hotel

REGISTER BEFORE SEPTEMBER 25th and SAVE $300!

Brought to you by experiential agency Moosylvania and the Los Angeles American Marketing Association

I do hope you can join us.

Sincerely,

Derrick Daye for The Un-Conference, Branding Strategy Insider and The Blake Project

Brands Must Create Value In The Age Of Disruption

Derrick Daye — Thu, 10 Nov 2016 08:10:18 +0000

Economics is about deciding what’s valuable.

After nearly a decade that saw the global re-set and the recent uncertainty of a new American President’s impact, people everywhere are re-evaluating and sorting out what is valuable in their lives and what is not. What the world needs now is to have more value added to it. And that’s what brands must do — add value to the world — if they want to lead the market in the age of disruption.

Creating new value is fundamental to the healthy functioning of our free-market economy. Like the natural law of gravity, creating new value is the natural law of increase. People are always seeking an increase to their lives — wanting to be a higher and more fuller expression of themselves. As marketing oriented leaders and professionals, when we have the opportunity to serve people well, we find greater meaning and satisfaction in our own life experience.

For 50 marketers that are focused on creating new value for those people most important to their future, The Blake Project and Branding Strategy Insider have designed a uniquely powerful experience for brand leadership in the age of disruption. We call it The Un-Conference: 360 Degrees of Brand Strategy for a Changing World.

It’s unlike any other branding or marketing conference you’ve attended before:

Everyone in the room is an expert and gains from the sum of the expertise in the room.
Our competitive learning format is fun, energized and impactful.
The walls are down, there are no podiums or stages, there is no hierarchy – your uniform is jeans.
The focus is on learning outcomes, not ticket sales.
Small is powerful, with only 50 marketers participating in hands on learning.
This is marketing’s ONLY issues-based, problem-solving event.
As in your marketplace, some will win, some will lose, all will learn.

In May of 2018, our 6th event, we are focused on: Disruptive Marketing Trends, Building Emotional Connections, Encoding Brands In The Mind, Brand Storytelling, Brand Leadership, Digital Strategy, Customer Experience, B2B Brand Strategy and more.

It all takes place at The Hard Rock Hotel, San Diego, California May 14-16, 2018.

Our schedule…

Monday, May 14th – Kickoff Mixer: 7- 9pm at The Hard Rock Hotel Rooftop Pool

Tuesday, May 15th – Day 1: 8am – 5pm, at The Hard Rock Hotel / 6:30pm – ? Team building event and dinner

Wednesday, May 16th – Day 2: 8am – 5pm, at The Hard Rock Hotel

-Marketing oriented leaders
-Marketing professionals (brand managers, product managers, directors, vice presidents, CMO’s, brand strategists etc.)
-Advertising agency professionals (account executives, planners, creatives, agency heads)
-Marketers facing brand strategy issues
-Marketers seeking a competitive advantage
-Professionals in charge of brand building, brand management, human resources
-Professional brand consultants, digital consultants and researchers
-Marketers who prefer participation over observation
-Marketers who don’t believe that last century’s format of marketing conferences advances them as leaders.

Every year a wide range of marketing oriented leaders and professionals from around the world join us representing startups, emerging, regional, national and global brands. Past participants include AAA, Bayer, Bloomberg, Humana, Land O’ Lakes, Liberty Mutual, Pilot/Flying J, RJ Reynolds, TD Ameritrade, GlaxoSmithKlein, Wounded Warrior Project, Monsanto, Ogilvy, Kawasaki, GE and many more.

Special pricing for MENG / Marketing Executives Group and American Marketing Association Members.

I do hope you can join us.

Sincerely,

Derrick Daye for The Un-Conference, Branding Strategy Insider and The Blake Project