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.
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…
