Companies differ in their appetites for engaging in longer-term strategy development and planning. Some companies can be more process-driven and future-oriented whereas others can be more independent and entrepreneurial. That spectrum is normal. To that end, it is not uncommon for executives to question the value of conducting a longer-term strategy process at all – […]
Month: February 2017
Mr. Clean Mops Up Competition in Denneen & Company’s 3rd Annual Super Bowl Advertising Review
Following the Patriots’ epic victory in Super Bowl LI (and the celebration parade that subsequently passed below our Boston office windows), Denneen & Company gathered to discuss and rate 2017’s Super Bowl advertisements. Using a proprietary scoring methodology that attempts to account for an ad’s stopping power, emotive-ness, watch-ability and share-ability, as well as the […]
How to Develop a More Effective B2B Customer Segmentation
Segmentation is one of the most important tools in a marketer’s toolkit, enabling marketers and their organizations to identify and target the most relevant and valuable parts of the market. A well-designed segmentation can become a source of competitive advantage, and a cornerstone for building a brand and a business. Since its formal introduction in […]
Lincoln and Buick – Revitalizing Old Brands
The Lincoln and Buick brands have been making a concerted effort over the past couple of years to re-position and reinvigorate themselves in the eyes of U.S. car buyers. However, in an automotive world cluttered with regular and luxury offerings across almost every possible vehicle type, it’s a significant challenge given the outdated equity baggage […]
