As is our annual tradition at Denneen & Company, following the Big Game, the team gathered to review and evaluate a select number of advertisements. Using a proprietary methodology that factors in, among other elements, the viewer’s general gut reaction, the ad’s stopping power, overall persuasiveness, brand building, and ultimately, its ability to drive purchase, […]
Phil Ryan
New Revenue Streams as a Path to Growth
In a 2021 study among over 1000 executives, McKinsey & Company found that these business leaders expected 50% of their company’s 2026 revenue to come from products, services, or businesses that had yet to be created. Additionally, the study found that only 62% of these companies were prioritizing new business building to generate or access […]
Leveraging Corporate Brands to Maximize Value
Once purely an investor and employee-facing corporate brand, for over a decade, Procter & Gamble has successfully leveraged the P&G brand to create global programs that build corporate equity while driving incremental product brand sales. General Mills places their Big G logo on every box of cereal it sells, and SC Johnson and Hasbro tag […]
Google Pixel 6 and Planters Mixed Nuts Win Denneen’s 2022 Big Game Advertising Review
With various ties to Cincinnati in our professional backgrounds given that a few of us spent time Procter & Gamble headquarters, there was some slight disappointment with the Bengals narrow loss to the Rams. However, following the big game, the team at Denneen pivoted to our annual advertising review. Using a proprietary scoring methodology outlined […]
A Framework for Strategy Assessment
The year 2020 was far from a normal one. Given the incredibly turbulent times caused by the global pandemic that continues to impact daily lives worldwide, many business leaders made different strategic choices that ranged from identifying and capitalizing on new sources of value to merely finding ways to stay in business. As a very […]
Considering ALL Topline Growth Choices
As a consultant at Denneen & Company, a firm that focuses on growth strategy, not surprisingly, we have many conversations with clients on potential ways to grow. While our approach is to assess the entire enterprise, identify growth opportunities, and collaborate with clients to develop a clear, choiceful, and achievable paths to growth, we often […]
Building Blocks FOUR MORE Growth
With a background in consumer-packaged goods brand management and marketing, I am strongly biased towards a “consumer is boss” philosophy. This phrase was coined by former Proctor & Gamble CEO A.G. Lafley during my 11 years at P&G and served to focus the organization on the true boss that we were striving to serve and […]
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 […]
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 […]
Lebron’s Lifetime Warranty with Nike
Nike recently announced that they had inked a lifetime sponsorship deal with LeBron James that some estimate could be worth as much as $400-$500 million (how’s that for lifetime value). With shoe sales of Nike’s Jordan brand exceeding $2.6 billion in 2014 alone (per Forbes), this might actually be a wise investment, especially if James […]
