The Easiest Way to Grow Brand Equity is through Customer Engagement & THAT Comes from EMPLOYEE Engagement!

There is a crisis of engagement. With 87% of employees disengaged worldwide, Gallup states in a 2016 report that “employee engagement has barely budged in years”. In the United States and Australia these figures are 68% and 76% respectively. These levels of disengagement represent billions of dollars in costs to organisations and governments. Why areContinue reading “The Easiest Way to Grow Brand Equity is through Customer Engagement & THAT Comes from EMPLOYEE Engagement!”

Who To Blame for Failed New Product Development & Launch?

Product launches should never fail Those who follow me, are aware that I ascertain new product launches should never fail. Of course this follows from the fact that products don’t fail… businesses don’t fail… it is MANAGEMENT that fails to do its job properly, who truly fail. How Do Executives Allow Product Launch Failures toContinue reading “Who To Blame for Failed New Product Development & Launch?”

What’s So Special About My Upcoming Advanced Marketing Planning workshop?

Not only is this workshop is packed full of tools and knowledge for any executives who could use a brush up, training, or review of their Marketing Planning skills … Reviewing existing state-of-the-art Marketing Planning, but it ALSO also introduces new, evolving and breakthrough approaches to Marketing Planning that represent cutting-edge in Marketing science. TheContinue reading “What’s So Special About My Upcoming Advanced Marketing Planning workshop?”

P.E.E.R.S.M.A.R.T. – Smarter than S.M.A.R.T

SMART – its an acronym that’s been around for ages… taught academically, thought commercially, and simply just lacking! Yes, it can be helpful, but sometimes SMART just doesn’t “cut it”. So, what’s missing? Having tested many approaches in many organisations as the Strategic Marketing level… my experience, somewhat enhanced by some Behavioural Theory, suggest SMARTContinue reading “P.E.E.R.S.M.A.R.T. – Smarter than S.M.A.R.T”

Advanced Marketing Planning – Workshop Feb 17-18, in Sydney

Some of my followers might recall that I lectured in Marketing Planning at UTS Graduate School of Business between 2003 and 2009. Others might remember I have written Marketing Plans for national and international companies, many FMCG,  pharmaceutical and consumer durables, a plethora of other big, small & medium companies, both B2B and B2C. IContinue reading “Advanced Marketing Planning – Workshop Feb 17-18, in Sydney”

Understand “Marketing” Like You Never Have Before!

I wrote this book (see below) for different folks: Business Leaders wanting to build an amazingly resilient business Marketing Professionals SEO Professionals Management professionals Wikipedia – who maintain a completely wrong definition of Marketing on their site but refuse to change it People who think Wikipedia’s definition of Marketing is right Download a FREE copyContinue reading “Understand “Marketing” Like You Never Have Before!”

Why free-to-air TV stations are dying & taking TV advertising to extinction

Ideally, of all industries, TV SHOULD be one that embraces ‘marketing’ with a passion… not only to best understand their clients, but it SHOULD be their business to understand the element of PROMOTION, which they are key to supplying,12.5% to 25 % of the marketing mix, and, in B2C marketing, sometimes over 25% of totalContinue reading “Why free-to-air TV stations are dying & taking TV advertising to extinction”

Corporate Arrogance: Ready for another victim in Woolworths?

Roger Corbett, who was CEO of Woolworths on its rise to co-domination of Australian retailing, warned that corporate arrogance was the most dangerous threat to Woolworths’ future. Could he be right? In March, 2009, post GFC, American business analysts came to the conclusion… “Today, we face corporate arrogance that is almost transcendent and vastly moreContinue reading “Corporate Arrogance: Ready for another victim in Woolworths?”

In search of the perfect Marketing Plan – How to make a Marketing Plan truly POWERFUL? G.R.A.I.S.E – http://instantblogsubscribers.com/vip/LeighCowan

How to make a Marketing Plan truly POWERFUL? G.R.A.I.S.E! Many, many marketing plans are dust collectors – they get written, put on a shelf and forgotten – basically because they do NOT help management get “the job” done. But a GOOD marketing plan… is actually an everyday tool that makes marketing management and achieving marketingContinue reading “In search of the perfect Marketing Plan – How to make a Marketing Plan truly POWERFUL? G.R.A.I.S.E – http://instantblogsubscribers.com/vip/LeighCowan”

Better marketing plans using a marketing planning workbook

Are you as tired as we are of rubbish marketing plans that only serve to collect dust? Sometimes, it seems like people have forgotten that a marketing plan should be a clear and concise set of directions that, if followed correctly, ensure you achieve or exceed your goals. So many marketing plans end up beingContinue reading “Better marketing plans using a marketing planning workbook”

Nothing beats a good plan…

Anyone who has assembled an IKEA product KNOWS the importance of a good set of instructions. A proper marketing plan, for small or global operations, should be a complete set of instructions that shows the reader EXACTLY how to complete the outcome that they set out to achieve.  A proper marketing plan nominates every step,Continue reading “Nothing beats a good plan…”