Daake
- Company typePrivate
- Founded2001
- HeadquartersOmaha, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Daake does
Daake is a privately held brand strategy and identity firm founded in 2001 by Greg Daake, headquartered in Chicago, Illinois, with team members distributed across Omaha, Memphis, and Houston. The firm specializes in senior-led rebranding engagements for enterprises and mission-driven organizations operating at pivotal transformation moments, structured around a proprietary four-framework methodology: Brand Evolution (refresh), Brand Revolution (full transformation), Brand Creation (ground-up identity), and Brand Merger (post-M&A unification). Each framework is offered at three tiers — Essentials, Advanced, and Enterprise — with engagement durations ranging from 2 to 12 months and pricing spanning $50k to $700k+ per project.
The firm's core technology is its consultative methodology rather than software products; supplementary assets include diagnostic tools (Brand Framework Quiz, Typecast archetype discovery), a 13-course Pivot Master Class, the What's Orange podcast, and books authored by the founder. Daake operates exclusively through direct senior consultation — typically beginning with a 30-minute discovery conversation led by Greg Daake — and does not use resellers, distributors, or third-party channels. Customer acquisition is supported by an extensive content marketing program including a blog, educational guides, social media presence on Instagram, LinkedIn, and Facebook, and newsletter subscriptions.
Daake's revenue model is professional services on a project-based, fixed-fee structure. Notable enterprise clients span healthcare systems (UNMC/Nebraska Medicine, Children's Nebraska, OrthoNebraska, Faith Health, QLI), banking (FNBO, Washington County Bank), education (Iowa Western, Clarkson College), and consumer brands (TBS, Polar, Mag 1, ONYX, Little King). The firm reports no external institutional investment, no parent company, and no publicly disclosed revenue; it operates as an entirely founder-owned business under the leadership of Greg Daake (Principal & Creative Director) and Lisa Daake (VP of Operations), with a leadership team of approximately 15 members across strategy, design, accounts, digital experience, and implementation functions.
Daake firmographics
Firmographics- Name
- Daake
- Legal name
- Daake
- Website
- https://daake.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Daake is headquartered
LocationHeadquarters
- HQ city
- Omaha
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Daake business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Brand Consulting and Rebranding Services: Project-based professional services for brand strategy, identity design, and rebranding engagements. Pricing tiers range from Essentials ($50-700k+) to Enterprise-level engagements spanning 2-12 months. Services include strategy, positioning, architecture, messaging, identity, voice, guidelines, launch planning, and governance tools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Essentials tier for brand evolution: foundational refresh with basic research and limited deliverables |
| One time/ perpetual license | Multi-year contract | Advanced tier for brand evolution: comprehensive rebrand with deeper research and broader identity work |
| One time/ perpetual license | Multi-year contract | Enterprise tier for brand evolution: full transformation with deep research and all touchpoints |
| One time/ perpetual license | Multi-year contract | Essentials tier for brand revolution: full transformation foundation |
| One time/ perpetual license | Multi-year contract | Advanced tier for brand revolution: robust rebranding with cultural alignment and expanded rollout |
| One time/ perpetual license | Multi-year contract | Enterprise tier for brand revolution: world-class transformation with sustained market impact |
| One time/ perpetual license | Multi-year contract | Essentials tier for brand creation: establishing brand identity from scratch |
| One time/ perpetual license | Multi-year contract | Advanced tier for brand creation: strategic approach for growth and differentiation |
| One time/ perpetual license | Multi-year contract | Enterprise tier for brand creation: market-leading brand built from ground up |
| One time/ perpetual license | Multi-year contract | Essentials tier for brand merger: combining key elements while minimizing disruption |
| One time/ perpetual license | Multi-year contract | Advanced tier for brand merger: unified differentiated brand with deeper strategic approach |
| One time/ perpetual license | Multi-year contract | Enterprise tier for brand merger: complete reimagination of multiple organizations into one |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Daake product offering
Product offeringCore offering
Daake is a rebranding strategy and identity firm that helps organizations at pivotal transformation moments align their brand with their vision. Its core offering is structured around four proprietary frameworks — Brand Evolution (refreshing existing identity), Brand Revolution (full-scale transformation), Brand Creation (building a brand from scratch), and Brand Merger (unifying brands through acquisition) — delivered through research, strategy, design, voice, guidelines, and rollout services.
Product overview
Daake is a rebranding strategy and identity firm offering professional services centered around brand transformation. The core offering consists of four proven rebranding frameworks—Brand Evolution (refreshing existing identity), Brand Revolution (full-scale transformation), Brand Creation (building from scratch), and Brand Merger (unifying brands through acquisition/merger)—each available at three tiers (Essentials, Advanced, Enterprise) with varying scope and pricing from $50k to $700k+. The firm supplements its core services with educational and diagnostic tools including Typecast (archetype discovery quiz), the Pivot Master Class (13-course video program), the Brand Framework Quiz, published books (Soulcraft, Pivot, Who Do You Think You Are, How to Rebrand a Hospital), and the What's Orange podcast. Founded in 2001 and headquartered in Chicago with team members in Omaha, Memphis, and Houston, Daake positions itself as a senior-led firm focused on strategic judgment rather than volume.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Evolution Framework A rebranding framework for brands that need a refresh, not a restart. Refines and modernizes identity while preserving what makes the brand recognizable through research, brand audits, and strategic refinements. Offered in three tiers (Essentials $50-75k / Advanced $150-250k / Enterprise).
- Brand Revolution Framework A rebranding framework for brands ready to redefine themselves. Delivers full-scale transformation through rethinking strategy, repositioning in the market, and crafting a bold new identity using competitive analysis, stakeholder insights, and brand workshops. Offered in three tiers (Essentials $75-100k / Advanced $200-300k / Enterprise).
- Brand Creation Framework A rebranding framework for brands starting from scratch. Develops name, strategy, visual and voice identity from the ground up through research, strategy, and creative execution. Offered in three tiers (Essentials $50-75k / Advanced $150-250k / Enterprise $500k+).
- Brand Merger Framework A rebranding framework for brands coming together through mergers. Unifies cultures, audiences, and messaging while minimizing confusion and maximizing impact through brand equity analysis, stakeholder engagement, and visual/verbal integration. Offered in three tiers (Essentials $75-100k / Advanced $200-300k / Enterprise $700k+).
- Typecast: Archetype Discovery A free online archetype quiz that helps define brand personality for faster communication. Enables teams to discover brand personality, engage for alignment, and build shared cultural identity.
- Pivot: The Brand Change Master Class A 13-course online master class distilling decades of branding experience to help guide teams toward a shared brand vision. Covers strategy, positioning, and execution modules.
- What's Orange Podcast A podcast dedicated to exploring the intuitive, human side of branding for marketing, strategy, and design professionals seeking genuine insights beyond data-focused perspectives.
- Brand Framework Quiz An interactive quiz that helps organizations determine which of Daake's four rebranding frameworks best matches their needs, along with recommended strategy and scope.
Quantifiable outcome
- Airlite Plastics reported doubling of company revenue since rebranding
- +2 more outcomes
Companies that use Daake
Customer profileNamed customers37 records
Segments8 records
Ideal customer profiles4 records
Daake technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Daake partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Daake competitors and assessment
Company assessmentEmerging players
- Ruckus Marketing: Full-service branding and marketing agency working with enterprise and growth-stage clients on brand identity and positioning. Overlaps with Daake on enterprise rebrand engagements but with broader marketing execution capabilities.
- BrandExtract: Houston-based brand strategy, web design, and marketing firm. Comparable in offering brand strategy and identity work for mid-market and enterprise clients, though smaller and broader in scope than Daake.
Broad incumbents
- Interbrand: Global brand strategy and identity consultancy. Competes for the same enterprise rebrand mandates as Daake, particularly with its Best Global Brands methodology and brand valuation work.
- Landor & Fitch: Global brand consulting and design firm with deep enterprise rebrand expertise. Directly comparable on rebranding services for large organizations but operates at far greater scale and geographic breadth than Daake.
- Lippincott: Brand strategy and identity firm with a strategy-first approach. Highly comparable to Daake's positioning and enterprise rebrand focus, but operates as part of a larger portfolio of branding services.
- FutureBrand: Global brand transformation consultancy competing for enterprise rebrand mandates. Comparable in strategic depth but with broader geographic footprint and corporate parent (Interpublic Group).
Direct peers
- Pentagram: Partner-led design firm doing identity, brand strategy, and rebranding work for major institutions. Highly comparable on senior-led creative delivery model, though structurally different (partner-owned vs. founder-owned).
- MetaDesign: Global brand strategy and design agency with offices in Europe, US, and China. Comparable in offering full-stack brand strategy, identity, and digital, with deeper international reach than Daake.
- Siegel+Gale: Brand strategy, naming, and design consultancy with a senior-led, simplicity-focused approach. Comparable in service scope (strategy, identity, naming) and target buyer (enterprise rebrands).
Regional players
- Burns Marketing: Midwest-based brand and marketing agency with B2B and B2C brand strategy capabilities. Comparable on regional brand consultancy positioning though broader in channel execution than Daake.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Daake social profiles
Digital presenceDaake financial estimates
Financial estimateRevenue estimate
Valuation estimate
Daake leadership team
Management profileNumber of profiles
Profiles12 records
Daake funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Daake M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Daake
What does Daake do?
Daake is a rebranding strategy and identity firm that helps organizations at pivotal transformation moments align their brand with their vision. Its core offering is structured around four proprietary frameworks — Brand Evolution (refreshing existing identity), Brand Revolution (full-scale transformation), Brand Creation (building a brand from scratch), and Brand Merger (unifying brands through acquisition) — delivered through research, strategy, design, voice, guidelines, and rollout services.
Is Daake a public or private company?
Daake is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Daake founded?
Daake was founded in 2001. It employs 11 to 50 people.
Where is Daake based?
Daake is headquartered in Omaha, United States, in the North America region.
How does Daake make money?
One revenue line is on record: brand Consulting and Rebranding Services.
Who are Daake's main competitors?
Emerging players on record are Ruckus Marketing and BrandExtract. Broad incumbents are Interbrand, Landor & Fitch, Lippincott and FutureBrand. Direct peers are Pentagram, MetaDesign and Siegel+Gale. Burns Marketing is listed as a regional player.
Does Daake have an API?
No public API is recorded for Daake.