Trust in marketing requires authenticity and effort
May 13, 2019
By: Joan MacDougal - September 15, 2017
Attention all CEO’s and Board Directors… As a CEO and Board Director, you are responsible for the two greatest catastrophes in modern business. The reputation and the perceived failing of marketing as a serious business discipline The complete and universal misunderstanding of the difference between marketing and the subset component of marketing, communications. While […]Read More
By: Joan MacDougal - August 30, 2017
Loyalty marketing isn’t always smart business! I have to say, as a consumer, loyalty marketing does my head in. If I’m asked once, I’m asked a hundred times whether I’m in this or that loyalty program. Here’s why it annoys me. I’d have my card out wanting my points if it was a program […]Read More
By: Joan MacDougal - August 17, 2017
Content marketing has been one of the hottest topics in digital marketing for a while now. This may lead some to believe that content marketing is a cutting edge new facet of marketing execution. Wrong, the truth is that content marketing is one of the oldest things in marketing in general. In fact, it is […]Read More
By: Joan MacDougal -
User experience has in recent years become more and more central to the creation and optimisation of digital assets. In fact, its rise mirrors the web’s own development from a largely static one-way communication platform to the interactive, immersive and mobile internet we recognise today. The most common definition of UX (and the one we […]Read More
By: Joan MacDougal - August 8, 2017
Big Picture Marketing is More than Maximising Shareholder Wealth Big picture marketing is a myth. Every business person. Every marketer. By the way, the terms are interchangeable. Will tell you they are big picture marketers. Big picture thinkers. My premise is, if that were true, the world would be in a lot better shape than […]Read More
By: Joan MacDougal - June 7, 2017
Marketing Done Badly is Bad for All Business. Nothing frustrates me more than to walk into a meeting with a prospective client, only to hear them ask “what’s the point?” To sit and listen to the board of an organisation question the value of marketing. All too often it stems from them having used agencies […]Read More
By: Joan MacDougal - May 10, 2017
Integrated Marketing is a complex assembly line Consider integrated marketing as a complex assembly line similar to an assembly line for building cars. When building a car there are many parts and a process that come together to build a quality vehicle. In marketing there are also many parts that go into producing a […]Read More
By: Joan MacDougal - November 17, 2016
Glass-ceilings seem to be the universal constraint to a Woman’s impact in business and in power. I find this a fascinating concept. We have a metaphor for the perceived barrier to women being successful. A metaphor for why women are held back from positions of power. I’ve enjoyed a varied and successful business career but […]Read More
By: Joan MacDougal - November 3, 2016
Avoid Brand Damage at all Costs Unlike a full-on crisis where a business goes into managed image control, a brand’s damage is the silent and slow process of losing customers. In many ways, brand damage can be more harmful to a business than a one-off crisis. During a crisis, everyone is focused on the […]Read More
By: Joan MacDougal - October 19, 2016
Successful Marketing Strategy must start with evaluating and interpreting the big picture! Let’s start with some important principles of marketing strategy: a. “Marketing strategy is an organisation’s strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right […]Read More
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All too often Marketing is blamed when a business underperforms. Whilst absolutely true, the elements of the marketing mix that are causing the problems are usually misunderstood. It's usually the advertising or marketing communications that get the blame. Truth is, if your marketing comms isn't working, the problem will usually lie elsewhere in the marketing mix...
"Great marketing is best achieved with one eye on the road and the other on the horizon"
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Heath McInerney - Chairman, Freshmark
Sydney Graduate School of Management (SGSM) secured the services of Macrison when undertaking a major re-branding. Joan's expertise and her commitment to excellence added to the success of positioning SGSM as a business school.
David Lamond - Founder & Managing Partner at Smartaed
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We first met Joan when Macrison took on the marketing for YLGG. We worked with them to explore online retailing solutions. Their approach to marketing, their integrity and their passion for our industry is exceptional.”
Paul Moraitis - Exec Director Kareela Grocer