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, can you help us understand your background? My career began in Ecommerce Marketing for Staples, focusing on all elements of performance-driven digital channels. I had the opportunity to drive creative […]

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 – literally how people and work are organized and held accountable – is a critical platform for enabling and fulfilling a company’s over-arching business strategy and vision for growth. To be […]

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” (i.e. competitive advantages) “Where to play” is especially important – and challenging for companies – as it requires prioritizing the key geographies, categories, and end markets that are in scope […]

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 – […]

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 to discuss and rate 2017’s Super Bowl advertisements.  Using a proprietary scoring methodology that attempts to account for an ad’s stopping power, emotive-ness, watch-ability and share-ability, as well as the […]

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 […]

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 of U.S. car buyers.  However, in an automotive world cluttered with regular and luxury offerings across almost every possible vehicle type, it’s a significant challenge given the outdated equity baggage […]

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 Engagement in their own care? To me it’s about winning new patients and retaining existing patients. As health systems trudge toward full vertical integration to deliver on population health, they […]

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 […]