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, wholesale changes, to your goals and strategic choices. To help guide your path forward, we developed a new white paper: ‘Strategy Adaptation in Turbulent Times’. We hope that you find […]
Category: Best Practices
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 to grow. While our approach is to assess the entire enterprise, identify growth opportunities, and collaborate with clients to develop a clear, choiceful, and achievable paths to growth, we often […]
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 former Proctor & Gamble CEO A.G. Lafley during my 11 years at P&G and served to focus the organization on the true boss that we were striving to serve and […]
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 more independent and entrepreneurial. That spectrum is normal. To that end, it is not uncommon for executives to question the value of conducting a longer-term strategy process at all – […]
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 valuable parts of the market. A well-designed segmentation can become a source of competitive advantage, and a cornerstone for building a brand and a business. Since its formal introduction in […]
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 differentiated offer to communicating that offer in a compelling way. However, we are practicing in a time of increasing scrutiny over the value of marketing investments – especially when 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 are rightfully challenging for many companies to consider in their strategy development and business planning. First, there is no single, definitive source for megatrend identification and analysis. Instead there are […]
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 for X” – to deliver services to consumers demanding instant gratification. Venture capital investment in these start-ups has increased from $0.2B in 2009 to $2B in 2013, while on-demand economy […]
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 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 […]
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 dollars are “wasted.”1 That’s right – wasted. Understandably, senior marketing leaders are under increasing scrutiny and pressure to prove the value of their marketing investments – however two of three […]
