Leigh Cowan Make the hole bigger in FMCG and die! The story is that during a marketing planning meeting of all the product managers due to the flattening of the volume of toothpaste sales, in the era where their market share was calculated by tonnage... Feb 24, 2025
Leigh Cowan Death Defying Marketing: 7 Ways to Avoid Business Disasters How do “once-successful” businesses fail? Ultimately, it comes down to basic errors of leadership, spawned by executives who are more confident than they are competent, often making poor decisions in ... Feb 24, 2025
Leigh Cowan Useful Tool for Marketing Teachers, Crucial Advice for Marketing Strategists They are comments I often feel obliged to write when marketing assignments of MBA students looking for feedback to improve their understanding and use of advanced strategic marketing concepts. Through... Feb 24, 2025
Leigh Cowan Should Musk X it? One of the key principles of advanced strategic marketing management is that you cannot please all the people all the time. The idea that “the platform that can deliver everything” may sound promising... Feb 24, 2025
Leigh Cowan What are the basics of marketing that everyone should know? A CEO of one of the world’s largest corporations told me candidly, “Leigh unit I met you I didn’t know marketing was a science… I thought it was smoke and mirrors, fluff and a load of BS”. It’s becaus... Feb 24, 2025
Leigh Cowan Sara Lee in liquidation it had to happen! Sara Lee Mastered its own demise! I just knew Sara Lee would go into liquidation! For years I’ve feared this would happen, shaking my head every time I walked down the frozen foods aisle and saw the p... Feb 24, 2025
Leigh Cowan Is Digital Marketing Just Fraudulent Misrepresentation and the Biggest Con of this Century? The expression, known as “digital marketing”, coined by unqualified cowboys, snake oil spruikers and confused lay marketers, this misleading term only requires operational and administrative software ... Feb 24, 2025
Leigh Cowan Let’s talk about the definition of marketing What’s your definition of marketing? So some say it’s the art of ripping off. Some say it’s getting people to buy stuff they don’t need. Some say it’s convincing people to buy. Others say it’s all the... Feb 24, 2025
Leigh Cowan How to Measure the truthful benefits of your existing business strategy What are Marketing Audits? (and why every audit committee should insist upon them) A spate of big-name retailers has recently fallen into administration, the case of Best Jet failing recently, and the... Feb 24, 2025
Leigh Cowan The great digital mistake I just saw another ad for a digital strategist, and I had to make this post. Digital does not require strategy. Strategy should be set at a much higher level – at the marketing governance tier – digit... Feb 24, 2025
Leigh Cowan The secret to winning in business? When teaching marketing, there’s a story I tell about Kobe Bryant, the American professional National Basketball Association player who played for the Los Angeles Lakers. Apparently, a journalist, who... Feb 24, 2025
Leigh Cowan The truth about Influencers I was recently asked is “influencer marketing” really worth the hype? The truth is that, in professional buyer-behaviour analysis, “influencer marketing” is a recognition of multi-stage mass communica... Feb 24, 2025
