Our People Make The Difference.
As partners of The Blake Project,
we are committed to helping you create value for those most important to your brand's future.

The paradox of branding is that you must change to stay consistent.
Derrick Daye
Managing Partner
Derrick has spent the past 25+ years helping organizations release the full potential of their brands. His experience is as extensive as it is diverse, encompassing the disciplines of brand strategy, advertising, sales promotion, and public relations. At The Blake Project he manages daily operations and serves in the delivery of brand stewardship services as a brand strategist and educator.
Prior to launching The Blake Project in 2003, Derrick held rewarding leadership roles at global advertising agency leader Saatchi & Saatchi as well as at three other respected advertising agencies. He credits his focus on brand strategy with his ability to align organizations with unmet customer needs. He has co-led the brand strategy effort for many respected B2C and B2B brands, including Abbott, Deloitte AI, EA Sports, FootJoy, ING, Intel, LexisNexis, Nestlé and Wyndham Hotels Worldwide.

Since 2018 he has expanded The Blake Project's operations to Australia, India, Philippines and Saudi Arabia to better serve global clients in their quest for growth.

Derrick's emphasis has been to push the limits of what an independent, strategic brand consultancy can lend toward industry innovation. In 2006 he conceptualized and launched Branding Strategy Insider to help marketing oriented leaders and professionals build strong brands. Today his vision serves 50,000+ marketers daily and is recognized by Advertising Age as the leading online resource for brand strategy and management.

Derrick is a widely sought-after speaker and keynotes at major conferences around the globe. He is a guest lecturer at UCLA, USC, USU, LMU, EDC Paris Business School and is quoted regularly in the business press in publications such as the Wall Street Journal, USA Today, Adweek, Yahoo News, BusinessWeek, Inc. Magazine, London Times and has been a nationally featured brand management expert on ABC television news.

Most notably, he has worked with Dr. Bernice King, The White House Press Corps, Coca-Cola and helped the National Parks of New York Harbor, arrive at new and optimistic decisions about the Statue of Liberty's competitive future.

Derrick earned an MBA from the University of Southern California, Marshall School of Business.
Robert Strand
Robert is a renowned expert in helping brands strategically accelerate growth. A creative brand strategist and concept activator, he brings 25+ years of brand extension, strategic partnership development, intellectual property rights management, licensing, marketing, product & content development, and buying experience to client engagements. He has achieved success in both entrepreneurial and established corporate environments. At The Blake Project, he serves as Chief Brand Extension & Licensing Strategist and assists clients with strategic brand partnership strategy.
Prior to joining The Blake Project, Robert served Vice President, Licensing & Sponsorship at CONSOR Intellectual Asset Management where he assisted clients with brand monetization strategy, valuation and licensing services. Key initiatives included valuing the licensing programs of two world famous and deceased celebrities, patent monetization, and co-presenting educational seminars at prestigious New York City law firms as part of the Licensing Executives Society Continuing Licensing Education program.

Before CONSOR, Robert served as Vice President, Licensing & WPP Liaison at WME/IMG where he managed the strategic partnership with WPP helping clients with brand extension, strategic partnership development and brand licensing.

At Jarden Outdoor Solutions Robert served as Vice President, Licensing and worked on brands such as Rawlings, Coleman, K2 and Shakespeare Fishing; with the NBA he served on the League's business review committee approving all partner marketing and creative, and managed 108 fan products licensees as well as the league's marketing partners promotional products - for which he was the subject of a feature article in the Sports Business Journal and USA Today.

Specialties: Robert is a seasoned expert witness and has served in a wide range of high profile IP cases. He has spoken on numerous industry panels, made appearances on Good Morning America, NBA TV, and ESPN 2ʼs Cold Pizza. He's published articles in The Licensing Journal and served on the Board of Directors for the Licensing Industry Merchandisers Association (LIMA).

Robert earned a BA in Liberal Arts & Modern Languages from Purdue University, having studied French, German, Arabic and business culture, and a certificate of fluency in French from the Université de Strasbourg, France.
Extending the meaning of your brand requires knowing the meaning of your brand.
Chief Brand Extension &
Licensing Strategist