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client testimonials
"Denise puts science into the art of brand building. Brands are built with discipline and it is discipline that Denise challenges companies to understand. Her quiver of tools to extract the essence of a brand and to develop a framework for evolving its market value are sharp and effective. I have the utmost respect for her experience and methodologies.”
—Peter Taylor
Former marketing head, Road Runner Sports
Approach
the brand as business management approach transforms brand-building from a costly, discrete, and subjective activity into the most integral way of managing and growing your business.
the brand vision : operational reality gap
For most companies, there’s a sizable gap between the brand vision they express and the operational reality experienced by customers and internal stakeholders alike. By applying the brand as business management approach in the three primary functions of a business, you can close the gap and build a valuable brand.
insights
applying a brand lens to generate shared insights about the business and identify the best new growth opportunities.
Needs and Challenges
- M&A, new business, and brand extension opportunities
- new target segments / emerging markets
- disruptive competitive activity
Tools and Approaches
- Brand Diagnostic
- Competitive Landscape Map
- Customer and Consumer Research
planning
developing brand tools which guide strategic planning decisions about what to do (and what not to do)—and how.
Needs and Challenges
- competing priorities among different channels and segments
- a growing and/or complex brand portfolio
- innovation strategy / pipeline management
Tools and Approaches
- Brand Platform
- Brand Architecture
- Customer Experience Architectures
execution
facilitating operational excellence by focusing, aligning, and motivating employees and other stakeholders with the brand insights.
Needs and Challenges
- customer experience optimization
- workforce engagement
- stakeholder alignment/communication
Tools and Approaches
- Brand Touchpoint Wheel
- Brand Guides and Toolboxes
- Engagement Programs
