A key job of strategic marketers is to be on constant look out for changes in their consumers and their markets. But most of us don’t have this on the top of our priority lists of things to do. Most of us analyze our markets and develop our strategic plans for driving growth under the […]
Category: Best Practices
I’m a Millennial, please stop trying to market to me
For a big consumer-facing brand, choosing the right social media platform to market to Millennials can be quite the uphill battle. Millennials are the generation that avoids direct marketing and are savvy enough to know when marketers are trying to bombard them with advertisements and promotional gimmicks. And, speaking as one myself, nothing turns us […]
“Glocal” Expansion: How Best-in-Class Retail Brands Succeed Abroad
In a previous article, we explored how best-in-class retail brands like Starbucks and McDonald’s execute marketing initiatives so effectively across their vast retail networks. From that analysis, we highlighted the four “keys to success” for companies that excel in executing marketing programs across large retail footprints: Focusing on a few impactful programs Clearly defining success […]
Infographic: How best-in-class retail brands execute marketing programs
This infographic is based on the Denneen & Company article: How best-in-class retail brands execute marketing programs
Big Data isn’t enough on its own, you need strategic insights
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 […]
How to get the most bang for your sports sponsorships bucks
According to IEG’s 2015 Sponsorship Spending Report, North American sponsorship spending is expected to exceed $21B in 2015 (+4% vs. 2014), with sports sponsorships accounting for 70% of that expenditure. With so much riding on the business and brand building impact of these fixed costs, here are 6 tips to help get the most out […]
The Second Machine Age
A massive wave of disruptive technological change is coming that will leave no industry unchanged. Presently, only ripples are evident. Soon, however, technological innovation will create monumental changes and those companies that are prepared to manage this change in a dynamic way will be able to ride the wave of change. Those that are not […]
The 3 fundamental strategies your company needs
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 […]
How did she do it? Taylor Swift and brand growth
It appears there’s a bit of a (pardon the pun) Tidal wave bearing down on the music industry these days and everyone is scrambling for the lifeline that is Taylor Swift. From the star-studded launch of Jay Z’s $56 million dollar music-streaming acquisition Tidal, to the legislative debate over radio royalties, to the rumors swirling […]
The consumerization of healthcare
One hears a lot these days about the trend of “Consumerism” in health care. The term has become so broadly applied, in my mind, that it makes me wonder whether anyone really knows what it means. As a classically trained consumer packaged goods marketer who works in health care, I am particularly sensitive to the […]
