Under Armour’s success: image, attitude and execution The US athletic apparel and footwear industry is tough, gritty, fierce and competitive, a reflection of many of its consumers. For the past fifteen years or so, the industry has been dominated by Nike and Adidas. However, Under Armour has recently surpassed Adidas to become the second largest […]
Category: Business Fundamentals
Strengthening the “Theory of Change” Approach for Non-Profits
In the past decade, the “Theory of Change” (or “Logic Model”) methodology and framework – mapping backwards from an organization’s desired outcomes to the specific resources and programming that will drive those outcomes – has gained significant traction with non-profits and other mission-driven organizations. And for good reason. The “Theory of Change” approach – created […]
Cog(nition) in The Machine
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 […]
Leading Strategy Development
I was recently asked by the New England Society for Healthcare Strategy to host a webinar on the tools that every strategist should have in their toolkit. For part one of the webinar, I dusted off my Michael Porter books from the 1980s and rediscovered his “Five Forces Analysis” and “Competitive Analysis.” I then presented […]
Tecate’s Knockout Sponsorship: Is It the Right Move?
After years of disputes and negotiations, the most anticipated fight in recent history is set to occur on May 2nd. Floyd Mayweather and Manny Pacquiao will meet in the ring for the “Fight of the Century.” But, are they the only ones strategizing on how to win? Another contest has been brewing behind the scenes […]
A Discussion with Helen A. Buford, Executive Vice President, Denneen & Company
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 […]
The Execution of a Dying Brand
Recently Michael Jeffries, CEO of Abercrombie and Fitch since 1992, was forced out of the faltering retailer following 11 consecutive quarters of declining sales. Jeffries had been the driving force behind the revitalization of Abercrombie when he took the struggling company with fishing and hunting origins and repositioned it as the “it brand” for teen […]
Perceptual Brand Mapping: An Effective and Efficient Tool for Marketers
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 […]
Selling your (brand) soul
Recently, the messaging app LINE caught my eye – primarily based on the fact that it was featured as the number 14 company in Fast Company’s “World’s 50 Most Innovative Companies” issue. On the surface, it seems to offer the same messaging benefit as many other apps, but with a differentiating functionality in the form […]
The Guiding Principles of Effective Strategic Planning
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 […]
