Client Overviews

Arch Chemicals
Faced with emerging competitive threats to its brand leadership in pool chemical products, the Water Products Division of Arch Chemicals tapped Denneen & Company to help it accelerate sales. We developed a divisional growth strategy for the $1 billion company, while also strengthening the marketing organization and re-staging the division's master brand, HTH.

Brandeis University: The Heller School
Ranked among the top 10 schools of social policy by U.S. News and World Report, The Heller School at Brandeis University wanted to reinvigorate its marketing to continue to attract top-tier students and faculty. Denneen & Company worked with The Heller School to provide insight into market demand and drive enrollment through clearer differentiation, updated positioning, new branding and a revamped marketing strategy.

Exxon Mobil Corporation: Lubricants & Specialties
When Exxon and Mobil merged, the new entity's $10 billon Lubricants and Specialties division was challenged with the task of merging three master brands, seven global lines of business and 7,000 products. Denneen & Company helped the division reorganize its brand strategy and architecture to support the new combined product line - and roll it out successfully to 8,000 employees and tens of thousands of customers in 200 different countries.

Exxon Mobil Corporation: Basestocks Division
Initially searching for a name for a new product, the ExxonMobil Basestocks division consulted Denneen & Company. Discussions about the naming challenge revealed the need for branding and marketing strategies for the entire line, as well as for the five classes of products comprising the line. We created a market segmentation model that clarified customer types and demand, and then crafted positioning and low-cost communication strategies for each product class.

GE Equity
GE Equity, a subsidiary of GE Capital, turned to Denneen & Company to help it roll out a Web-based private equity marketplace for investors and entrepreneurs. We worked with the company to develop a launch strategy that included brand strategy, positioning, naming and marketing planning, as well as to create identity, brand architecture and brand management guidelines.

GE Capital
Preparing to launch a new venture -- GE Small Business -- into U.S. and European markets, GE Capital engaged Denneen & Company to drive the marketing strategy and launch plans. We also worked closely with the new company to ensure successful strategy execution by sourcing and qualifying creative resources and coaching creative development.

The HoneyBaked Ham Company
Specialty food retailers, grocery stores, and online and traditional catalogs aggressively vie for a share of consumers' wallets - especially during the all-important holiday season. HoneyBaked Ham, one of the most recognizable brands in the retail food industry, knew that expanding marketshare in this saturated market would require a thoughtful, assertive strategy for long-term growth. With Denneen & Company's help, the company repositioned its brand, developed a strategy for identifying retail locations, explored new distribution channels, and extended its product line.

Millennium Pharmaceuticals
After many long years of development work, Millennium Pharmaceuticals was finally ready to commercialize a new drug. Denneen & Company helped Millennium communicate to the marketplace by helping to crystalize the company's value proposition and crafting the corporate brand's positioning. We also advised on related issues including brand architecture, brand identity development, internal and external brand launch, and building the brand internationally.