Lately, it seems everything I read about brands is at least in part related to how they are rethinking their approach in order to better appeal to Millennials. Brand positioning, marketing plans, media buys, product design – there is almost no part of the business that is not up for a refresh. Making sure your […]
1. What advice do you have regarding effective assessment of a market? There are many keys to conducting an effective market assessment. A lot of research and investigation is required to do the fundamentals properly – evaluating historic category trends, projecting future category growth (which can be a challenge if data is limited for niche or […]
Simon Sinek, the Rand Corporation consultant and leadership guru, gave his original Golden Circle Ted Talk in 2009, and it continues to be one of the most viewed over the past 5+ years. I like it and yet am somewhat skeptical about whether The Golden Circle tells us anything new. Sinek’s Golden Circle is simply […]
Strategic planning is a business activity that has major implications for an organization’s growth, given that it is the bridge between an organization’s high-level business strategy (e.g. vision, mission, over-arching strategy) and its annual financial planning activities. Without it, an organization is at risk of under-delivering on its vision and growth potential, as well as […]
Written by Chris Fan & Jacob Romansky Brand elasticity has its limitations, and McDonald’s might be stretching theirs beyond its zone of believability. McDonald’s has introduced a number of changes in its international stores that indicate a departure from its traditional brand positioning. In the UK, it launched a pilot program to introduce its new […]
Even though consumers, including me, are watching less ads on TV, there are always a few that make me stop automatically jumping ahead in multiples of :30 in order to continue watching without the interruption of commercials. Most recently, I found myself drawn into a :60 spot from Apple (watch it here) who brilliantly uses […]
This infographic is based on the Denneen & Company article: The Guiding Principles of Effective Strategic Planning.