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.
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
Taylor Swift’s lessons for 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
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
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
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
The power of music in advertising: Delta Airlines utilizes great music to make a highly engaging spot
Engaging drama, brand beauty shots, a clear and compelling benefit, and heart/mind opening messages can all contribute to making an ad that resonates with consumers,
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
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
Budweiser: This Bud’s for Who?
One of my favorite commercials from this year’s Super Bowl was Budweiser’s “Brewed the Hard Way.” This was not Budweiser’s feel-good ad with the lost
Coca-Cola has a new portfolio branding strategy. Will it work?
Citing the goal to have more than 50% of sales eventually coming from their lower and no calorie versions, Coca-Cola Great Britain recently announced that
A Marketer’s view of Simon Sinek’s Golden Circle
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
Corporate & Portfolio Brands: Would you stay at a Kimpton Intercontinental?
As a Senior Consultant at Denneen and Company, and a frequent traveler, I can’t say I was enthusiastic about Intercontinental Hotels Group’s (IHG) recent announcement
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
Designing 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 to Know Whether Your Brand Needs Help
Brands are just like any asset deployed over an extended period of time. Every so often, they need to be tuned up to ensure continued
Ten Ways to Get Optimal Performance from Your Advertising Agency
For most marketing executives, the advertising agency relationship is focused on just one thing: producing advertising that will drive business growth. While this is, indeed,
Ford F-150 & CES: Strategy or Execution Gone Awry?
If you weren’t lucky enough to travel to January’s International Consumer Electronics Show (CES) in Las Vegas, the various internet-based slideshow wrap-ups can be a
