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Consultative Marketing

By: Joan Macdougal - May 14, 2018


The role of the Marketing or Advertising Agency is changing. Tomorrow’s Marketing Service providers will be Consultative Marketers.Many operators will tell you they’ve been providing Consultative Marketing Services for years but any buyer of marketing will tell you that’s simply not true.   Consultative Marketing is Not Consultative Selling…   I got my first sales […]

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Build a Foolproof Strategy

By: Joan Macdougal - May 11, 2018


A Strategy is a Blueprint for Competitive Advantage…   Strategic Execution is the Weapon…   The Execution of a Good Strategy Wins the War!   This mantra on strategy is so easy to write down. In truth though, there are very few businesses who actually do this well. There are three reasons why this problem […]

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Dear CEO and Board, first and foremost you are Marketers!

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 […]

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Why Loyalty Marketing Doesn’t Add Up

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 […]

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Content Strategy – Product wins the mind, content wins the heart

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 […]

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User Experience Design – The Digital Make or Break

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 […]

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Big Picture Marketing and Consequences

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 […]

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Do You Give Marketing A Bad Name?

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 […]

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Integrated Marketing A Competitive Advantage

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 […]

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Glass-ceilings and Women in Business and Power

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 […]

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Check out our current eBook - 10 Reasons Marketing Fails

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...

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