PERSPECTIVES
Staying on top of the issues and keeping our clients informed.
Today’s business landscape is marked by ongoing disruption and emerging mega trends. Here are some of the issues and insights that have us thinking and discussing.
Growth Strategy Series: Insights Development
Chapter 2 Recap Welcome back to the Growth Strategy Series. In our last chapter, we discussed mobilization and the strategy readiness phase for growth strategy
Google Pixel wins again in Denneen & Company’s 2023 Big Game Advertising Review
As is our annual tradition at Denneen & Company, following the Big Game, the team gathered to review and evaluate a select number of advertisements.
Growth Strategy Series: Strategy Readiness
Chapter 1 Recap Welcome back to the Growth Strategy Series. In our last chapter, we discussed the importance of periodic assessments of company strategy. Key
Growth Strategy Series: Strategy Assessment
Growth Strategy Series Introduction Welcome to Denneen & Company’s growth strategy series! For more than 29 years, Denneen & Company has helped leading companies devise
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
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
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
Investing in Innovation to Weather Disruption
The pandemic forces us to rethink who we are as companies and individuals. As several surveys from leading institutions reveal, business leaders agree: >80% of
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
Strategy Adaptation in Turbulent Times
Amidst the unprecedented impact of Covid-19, we recognize that many of you are now faced with significant uncertainty, often requiring revisions, and in some cases,
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
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
Reebok Marketing Q&A
Q&A with David Oksman, Reebok’s Head of Global Strategic Communications and U.S. Activation Interviewed by Ben Cohen, Vice President, Denneen & Company For context,
A More Strategic and Effective Approach to Organization Design
All companies that are growing, or repositioning for growth, must eventually consider the topic of organization design. The reason why is because organization design –
How to Accelerate Growth by Better Defining “Where to Play”
Three critical elements of defining a growth strategy for your business are: “Where to go” (i.e. vision) “Where to play” (i.e. scope) “How to win”
“One-way on the Hyperloop, please!”
Imagine traveling from San Francisco to Los Angeles in about 30 minutes. That is the idea behind Elon Musk’s Hyperloop, a transportation concept that will
Why Do Strategic Planning At All?
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
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
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
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
What is consumerism in healthcare?
What is consumerism in healthcare? There are so many interpretations out there. Is it Consumer Orientation? Shopping? Selecting providers based on cost? Consumer Experience? Consumer
How to Assess Marketing Effectiveness
As strategic marketers, we recognize the integral ways that the marketing function drives business growth – from identifying the right target audience to developing a
Megatrends through 2030 and what you can do to prepare your business
Megatrends – global, sustained, macro forces spread over long periods of time – are by their very definition “out there.” And for that reason, they
Use the on-demand economy to your advantage
As technology unlocks the ability to enable consumers to access many real-world services in the digital realm, companies are clamoring to become the new “Uber
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
Name-droppers? Why Nike, Starbucks and Target may be doing it
I am wondering why major consumer brands lose their names, leaving their brand icons to serve as their entire visual identity? Last week, I drove
The New UA Campaign Through My Millennial-Colored Glasses
In an age when marketers are trying to become their consumers’ BFFs, Under Armour’s new ad campaign,Rule Yourself, has turned me off. In trying to
Boutique fitness studios giving traditional gyms a run for their money
For years, the traditional health club/gym has been the only option for those seeking in-door health and fitness activities. The traditional health club model consists
Brands: Sell Your 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
3 steps for more meaningful marketing metrics
It is estimated that more than a trillion dollars are spent each year through marketing activities – and that between 15% and 30% of those
Market vigilance: a key job for strategic marketers
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
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
“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
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,
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
eSports – an untapped market, for now
On Sunday, August 23, a sporting event the magnitude of a Rangers or Knicks Game 7 took place in New York City. Thousands packed a
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
CVS and Its Big Bet on Health
In February 2014, CVS Caremark announced its decision to stop selling tobacco products at all of its 7,700 locations nationwide in an effort to better
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
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 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
What virtual reality means for the future of market research
Does qualitative market research need to be done in-person or can virtual research be the new norm? With advances in technology, traditional face-to-face research may
Why taxis are losing the battle against Uber
Former Procter & Gamble Chairman, President, and CEO A.G. Lafley is well known for creating the “Consumer is Boss” mantra in the early 2000s, galvanizing
The “Connected Car”: 3 Key Opportunities for Marketers
The “Connected Car” is a widely discussed and buzzworthy topic – however, it also happens to be a widely misunderstood and unclearly defined topic. Ask
What perceptual brand mapping can do for you and your business
There is a power to pictures – and that is the reason that perceptual brand mapping can be such an effective tool for marketers. Perceptual
Claims aren’t all they claim to be!
Maybe it’s all the Black Friday deals, the subsequent retail promotions intended to drive sales through the holidays, or perhaps City Sports’ up to 40%
Sibling Rivalries Healthy for Brands
In my experience, one of the hardest challenges for marketers working within or overseeing a portfolio of brands in the same category is being truly
3 Principles for Your Most Effective KPIs
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
How Marketers Should See Marketing
In many companies today, marketing seems to have two meanings. Marketing means advertising, digital communications, social media, sponsorships – in short, communication to and engagement
How Best-in-Class Retail Brands Execute Marketing Programs
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.
Tactics aren’t strategies, tactics NEED strategies
Good marketers have a true passion for the programs that they develop and deploy. Seeing the TV spot you developed on air, the coupon you
Keeping Millennials in Mind
Lately, it seems everything I read about brands is at least in part related to how they are rethinking their approach in order to better
Helen Buford, President & COO, Denneen & Company has Answers to your Marketing Questions
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
What does Simon Sinek’s Golden Circle offer marketers?
Simon Sinek, the Rand Corporation consultant and leadership guru, gave his original Golden Circle Ted Talk in 2009, and it continues to be one of
4 Tips to Make the Most of 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
Ronnie’s: Are You Lovin’ It?
Written by Chris Fan & Jacob Romansky Brand elasticity has its limitations, and McDonald’s might be stretching theirs beyond its zone of believability. McDonald’s has
My Favorite Ad Right Now – Apple and Cookie Monster
Even though consumers, including me, are watching less ads on TV, there are always a few that make me stop automatically jumping ahead in multiples
Infographic: Guiding Principles of Effective Strategic Planning
This infographic is based on the Denneen & Company article: The Guiding Principles of Effective Strategic Planning.
Infographic: 5 Tips to Get the Most Out of Your Sports Sponsorship
This infographic is based on the Denneen & Company article: 6 Tips to Get the Most Out of Your Sports Sponsorship.
How to Grow By Diversifying Your Business
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
Infographic: The 3 P’s of Generating Strategic Insights
This infographic is based on the Denneen & Company article: Strategic Insights Over Big Data.
2nd Annual Denneen & Company Super Bowl Advertising Review
As a growth strategy consulting firm, Denneen & Company is fascinated by Super Bowl advertising, including the strategic decision to advertise during the big game
SunTrust and the Super Bowl
*Please note that this was originally written the week prior to the Super Bowl and supplemented with the post-assessment comments following the game. View: SunTrust Super
Infographic: Three “Connected Car” Marketing Opportunities
This infographic is based on the Denneen & Company article, Why “Connected Cars” Matter to Marketers.
Infographic: Business Megatrends Through 2030
This infographic is based on the Denneen & Company article, Megatrends Through 2030 – And How To Position Your Business For Growth.
Infographic: Designing Effective KPIs
This infographic is based on the Denneen & Company article, Designing Effective KPIs.
What is Health Care Consumerism?
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
Up to 100% of people who read this will learn something about claims
Maybe it’s all the Black Friday deals, the subsequent retail promotions intended to drive sales through the holidays, or perhaps City Sports’ up to 40%
Nike’s Deal of a Lifetime
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
Marketing Metrics to Drive Business Growth
It is estimated that more than a trillion dollars are spent each year through marketing activities – and that between 15% and 30% of those
David with Goliath: How Craft Beer Can Benefit from Acquisition by Megabrewers
*Image courtesy of Bloomberg Businessweek Most craft beer brewers have long considered mainstream beer producers the enemy, with one brewery going so far as to
View from the Trenches: Best Practices Research
Many organizations are interested in identifying best practices to help illuminate a path for growth. Often, the task is more complex, and sometimes even more
Name-dropping: Nike, Starbucks, and now Target
I am wondering why major consumer brands lose their names, leaving their brand icons to serve as their entire visual identity? Last week, I drove
Volkswagen’s Crisis – What Should They Do?
Just days after I had leased a new Volkswagen Passat (my second Passat lease), the news emerged that Volkswagen had intentionally programmed many of their
Brand Strategy for Professional Services Firms: It’s Not About You
If I could give only two pieces of brand strategy advice to professional services firms, they would be the following: Identify the customer segment(s) that
A Millennial’s Reaction to Under Armour’s New Campaign
In an age when marketers are trying to become their consumers’ BFFs, Under Armour’s new ad campaign, Rule Yourself, has turned me off. In trying
Time to Elevate Market Vigilance
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
eSports: Out of the Basement to the Main Stage
On Sunday, August 23, a sporting event the magnitude of a Rangers or Knicks Game 7 took place in New York City. Thousands packed a
Megatrends Through 2030 – And How to Position Your Business For Growth
Megatrends – global, sustained, macro forces spread over long periods of time – are by their very definition “out there.” And for that reason, they
Sibling Rivalry Applied to Portfolio Management
In my experience, one of the hardest challenges for marketers working within or overseeing a portfolio of brands in the same category is being truly
Uber vs. Taxis: Meeting and Exceeding Consumer Needs
Procter & Gamble Chairman, President, and CEO A.G. Lafley is well known for creating the “Consumer is Boss” mantra in the early 2000s, galvanizing the
Virtual Reality: The Future of Market Research?
Does qualitative market research need to be done in-person or can virtual research be the new norm? With advances in technology, traditional face-to-face research may
Is that a Strategy or a Tactic?
Good marketers have a true passion for the programs that they develop and deploy. Seeing the TV spot you developed on air, the coupon you
How the Mattress Industry Was Caught Sleeping
The online mattress company Casper is altering the landscape of its mature industry by employing an innovative business model and strong marketing fundamentals. Certain consumers
Strategic Insights Over Big Data
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,
Consider On-Demand to Remain in Demand
As technology unlocks the ability to enable consumers to access many real-world services in the digital realm, companies are clamoring to become the new “Uber
Strategy Essentials: Enterprise, Brand, and Marketing
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
Are you doing marketing communications or strategic marketing?
In many companies today, marketing seems to have two meanings. Marketing means advertising, digital communications, social media, sponsorships – in short, communication to and engagement
Going Dark Can Take You Out of the Black at the Flip of Switch
The decision of how to allocate media spend in a particular market can be a tricky one, as too little spend can have negative consequences
Why “Connected Cars” Matter to Marketers
The “Connected Car” is a widely discussed and buzzworthy topic – however, it also happens to be a widely misunderstood and unclearly defined topic. Ask
6 Tips to Get the Most Out of Your Sports Sponsorships
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
Is the traditional health club/gym model at risk?
For years, the traditional health club/gym has been the only option for those seeking in-door health and fitness activities. The traditional health club model consists
Wooing Millennials
Lately, it seems everything I read about brands is at least in part related to how they are rethinking their approach in order to better
A Healthier Strategy for CVS
In February 2014, CVS Caremark announced its decision to stop selling tobacco products at all of its 7,700 locations nationwide in an effort to better
Four Ways to Make Keurig Kold a Success
For more than a year, excitement has been building around Keurig Green Mountain’s upcoming cold beverage platform, Keurig Kold. The new appliance promises “fresh-made” cold
Under Armour’s success: image, attitude and execution
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
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
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
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
