Ben Cohen

 We now live in an era of Big Data, and like most strategists and marketers, I welcome more data and information regarding the market, customers, and consumers. But those data on their own are not enough to drive sustainable growth in a business – and neither are the high-level summary findings that typically come from […]

It is not uncommon in business to hear, “We need a strategy” or “We need to update our strategy.” And by “strategy,” people are usually referring to a clear, over-arching statement of the choices a company is making regarding why, how, and where to use its limited resources. That strategy is what should be guiding […]

There is a power to pictures – and that is the reason that perceptual brand mapping can be such an effective tool for marketers. Perceptual brand mapping is the visual plotting of specific brands against X and Y axes, each representing brand attributes that are known to be drivers of brand selection. Done well, a […]

Key Performance Indicators (KPIs) are a critically important business tool. Not only are they an integral part of operationalizing a business’ strategy, but they also enable sound decision-making by Senior Leadership. Unfortunately, KPIs are often designed poorly, making them misused and misunderstood. We encourage you to minimize the negative impact of ineffective KPIs, and instead […]

As marketers who are passionate about building brands and businesses, we know the critical importance of having a compelling and differentiated offering in the marketplace. (As one example, think of the Starbucks offering that many of us know well and love.) But of equal importance is the ability to effectively develop and execute compelling marketing […]

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 […]

  This infographic is based on the Denneen & Company article: The Guiding Principles of Effective Strategic Planning.    

For companies and brands that seek growth, the topic of growth through diversification will eventually arise. Imagine an apparel brand that sees opportunity in a new category. Or a restaurant chain that is eyeing a new geography. Or a brick-and-mortar retailer that is thinking about selling its goods online. All of these companies are considering […]