Consultancy
Strategy that moves your business. Clarity first.
You can’t execute what you haven’t made clear. Our consultancy work is designed to simplify complexity, align decision-makers, and identify the commercial opportunities worth chasing. Whether you’re building a brand, entering a new market, or modernising your marketing function, we help you set a clear, actionable direction—with strategy that’s built to be delivered.
We are your strategic growth partners.
“Cowan & Associates has an abundance of expertise and experience within the FMCG industry, and we see our new executive partnership further benefitting their clients with our global consulting capabilities ”
- Christopher Goddard, Vice President at Kaiser Associates
CONSULTING SERVICES
Strategic Solutions
We channel brand clarity to fuel profitable growth for our clients, unlocking sustainable sales, value, and profit. We refine every lever of their commercial strategy—product, price, innovation, marketing, and sales—to ensure cohesive alignment at every level.
Powered by deep science and digital capabilities, our engagements consistently increase our clients’ profitability by an average of 500 basis points. This holistic, data-driven approach enables organizations to not only sharpen their brand identity but also strengthen customer engagement, ultimately laying a foundation for long-term success.
CONSULTING SERVICES
Brand Development
Your Brand is a Growth Engine. Don't Stop at Brand Identity.
We work with clients to develop brands that are distinctive, defensible, and commercially effective—from strategic foundations to in-market execution. Whether launching something new or strengthening what exists, our Brand Distillery™ process ensures your brand is aligned, consistent, and ready to scale.
We deliver:
Brand Strategy
Purpose, positioning, proposition, and personality—defined and documented.
Brand Architecture
Clear structure for portfolios, sub-brands, and naming conventions.
Brand Innovation (NPD)
Aligning innovation pipelines with brand promise and customer needs.
Brand Trust Programmes
Initiatives that deepen consumer trust through transparency, consistency, and value alignment.
Brand Activation Programmes
Campaigns, toolkits, and channel plans to bring the brand to life internally and externally.
Brand Management Planning
Frameworks for governance, measurement, and long-term stewardship.
CONSULTING SERVICES
Performance Measurement
What gets measured gets managed—and optimised.
We help businesses turn data into direction. From syndicated retail panels and promo analytics to digital campaign performance, Cowan & Associates provides FMCG leaders with sharp, actionable insights. Our approach combines best-in-class third-party data sources with proprietary tools like Retail Standards™ and PromoGrids™, giving you real-time visibility and commercial control across every lever of performance.
-
See the full picture. Respond with precision.
We analyse syndicated data from NielsenIQ, Kantar, TNS and more, helping clients extract real meaning from what the numbers are really saying. From distribution gaps and promo compliance to share dynamics and category shifts, we translate complexity into commercial opportunity.
-
Scorecard your retail execution. In real time.
Our proprietary Retail Standards™ framework assesses execution against physical availability objectives and customer-specific trading terms compliance, enabling account teams to track, compare and improve how your brand is delivered at retail—store by store, region by region.
-
Your promo spend. Measured. Optimised. Justified.
PromoGrids™ is our AI-powered tool that visualises trade terms and promotional activity in real time—linking spend to impact, and ensuring CTA strategies are aligned with brand objectives and retailer expectations.
-
Clicks aren’t enough. We measure what matters.
From media attribution and conversion flows to brand lift and content engagement, we assess digital campaigns through the lens of commercial return—not vanity metrics. All tracked, benchmarked, and reported with clarity.
CONSULTING SERVICES
The future of marketing isn’t AI alone. It’s marketers who know how to use it.
We help you design workflows, teams, and toolkits that integrate AI—without losing human judgment, brand integrity, or customer understanding.
What we bring:
AI Workflow Mapping
Prompt & Process Design
Marketing Team AI Upskilling
Ethical & Brand-Safe Governance
Tool Selection & Implementation
