Capability
Building capability. Raising the standards.
Strategy without capability is a false start. At Cowan & Associates, we work with leadership teams to upskill people, improve workflows, and strengthen marketing performance—without adding permanent overhead. Whether you need sharper brand thinking, stronger teams, or better delivery systems, we bring structured programmes to help you level up fast.
We are your strategic growth partners.
“We thought we needed more headcount—what we really needed was capability. Cowan & Associates upskilled our team, improved workflows, and left us genuinely stronger.”
- Owner & MD of Wholefoods Distribution Company
CAPABILITY
Assessments & Audits
See clearly. Act confidently.
Our proprietary audits shine a light on what’s working—and what’s not. From brand equity and team capability to marketing performance and workflow efficiency, we deliver honest, structured diagnostics that become the springboard for better execution.
Typical audits include:
Brand Audit / Brand Healthcheck
Marketing Team Capability Review
Agency & Supplier Performance Audit
Workflow & Technology Stack Review
MICHAEL H. COWAN
Executive Coaching
Sharpen your edge. Expand your impact.
We coach senior leaders and high-potential talent through change, growth, and challenge. This isn’t soft coaching—it’s commercially grounded, marketing-literate mentorship tailored to the realities of modern leadership.
Often used to support:
First-time CMOs and Marketing Directors
Founders scaling into executive leadership
Functional leads building commercial acumen
High-potential team members on succession tracks
Michael H Cowan
TRAINING PROGRAMMES
Don't Be Afraid Of the Dark. Let Our Experience Guide You.
Capability Isn’t Taught In A Day.
We design and deliver training programmes that stick. Blending strategic frameworks with hands-on tools, we upskill marketing and commercial teams with practical knowledge that immediately applies to their roles.
Modules are tailored for:
Brand & campaign planning
Creative briefing & agency management
Commercial storytelling & insight selling
Marketing measurement & ROI
AI-powered Marketing Practices
STRATEGIC WORKSHOPS
Break the Inertia. Align the Team.
When clarity or alignment is missing, a well-run workshop can reset direction fast. We facilitate structured, high-impact sessions that spark new thinking, create buy-in, and accelerate action..
Our most requested workshops:
New Beachheads™
AAH Labs™
Brand Clarity™
Our Values
Innovation & Adaptability
We think faster and more accurately than the market for optimal results.
Integrity & Transparency
Great projects come to us first because we are open-minded & trustworthy.
Collaboration & Support
We work relentlessly with our clients to put strategy into action, effectively.
BUILDING CAPABILITY
CLIENT SUCCESS STORIES
We take pride in building capability that lasts beyond our engagement.
Whether we’re coaching senior leaders, upskilling teams, or running ways of working audits, our goal is always the same: to leave clients stronger, sharper, and more self-sufficient. These success stories reflect the measurable impact of our capability-building work across industries.
“Michael is one of the best Marketing professionals I have ever worked with. He is an intelligent operator who can very quickly adapt to whatever sector he's working in and then optimally apply his marketing expertise.”.
- Head of Personal Finance at GE Capital
