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; It’s harder than you think.

By: Joan MacDougal - May 10, 2017

Integrated Marketing is a complex assembly line I like to explain integrated marketing as a complex assembly line. I use the comparison of the assembly line for building cars. When building a car there are many parts and a process that brings them all together to ensure a quality vehicle. So too with marketing. There […]

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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 have […]

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Brand Damage is a silent enemy to all Business.

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 problem […]

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Marketing Strategy that Drives Business Success

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 […]

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