The Biggest Mistake in Business for the Last 100 years?

The 21st Century’s Most Costly Business Mistake? Probably the most expensive mistake of the 21st century is perceiving marketing as meaning advertising and promotion. How the business-world came to close itself off from the science of marketing strategy, the vast and rich knowledge base that makes profitable businesses spark and explode, is a matter ofContinue reading “The Biggest Mistake in Business for the Last 100 years?”

Do you recall EVERYTHING you learned at Uni?

Do you remember EVERYTHING you learned at Uni? Many graduates in business, who I have talked with, admit they don’t remember everything they were taught at Uni. Some confessed cramming just days before an exam, scraping by with a “Pass” and forgetting much of what they learned within months, or weeks, if not days, afterwards.Continue reading “Do you recall EVERYTHING you learned at Uni?”

Time for a Recruitment Industry Shake-up?

Is it Time to Change the Way We Remunerate Recruiters?   As someone who is champion to the science of Marketing, many an executive throws down a gauntlet for me in terms of Marketing innovation: In a recent Pricing Workshop, someone challenged me to develop a better “model of exchange” in recruitment. Well here goes…Continue reading “Time for a Recruitment Industry Shake-up?”

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!”

The 18th Immutable Law of Marketing – The Path to Failure

“The 22 Immutable Laws of Marketing: Violate them at your own risk”. (Reis, A., & Trout, J. – 1993)” still inspires debate, reflection and grounding among professional marketers. In reality, it’s an empirically proven list of importance leadership tools for quality CEO’s to consider in the course of nurturing a business. Entering my 40th yearContinue reading “The 18th Immutable Law of Marketing – The Path to Failure”

Thoughts for Marketing Consultancies that are and want to continue to be Better

One of the profound things I learned after 13 years studying “Marketing” at Uni, from tutoring & lecturing in “Marketing” to MBA students and debating “Marketing” with my peers, is the commercial advantage of using academic knowledge that has meaning and relevance in the commercial environment. FOR MARKETING CONSULTANTS One of the things taught inContinue reading “Thoughts for Marketing Consultancies that are and want to continue to be Better”

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!”

The Tactical Marketing Advantage of the Taste Test Challenge

Pepsi challenge #marketing, a tactic which pits No.2 and against No.1, always succeeds if used properly – but many people don’t realize how. Many might be surprised to find that Coke’s sales INCREASE when Pepsi does a taste test challenge, The growth in Pepsi’s sales and share comes from minor brands suffering and losing marketContinue reading “The Tactical Marketing Advantage of the Taste Test Challenge”

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”

Embracing Innovation, Change & Extrordinary super-profits

Have you heard the expression, “Assumptions are the mother of all f—ups”? When observers say, “challenges that corporations face in managing and adopting innovation” are we assuming management skills are a constant – ’cause they ain’t! The managerial errors of Strategic Myopia, Structural Inertia & Reactivity have been denounced for so long, you think rubbishContinue reading “Embracing Innovation, Change & Extrordinary super-profits”