Connecting people with brands

For over two decades, I have been helping businesses with the fundamental of all marketing - connecting people with brands. It’s a simple idea in a complex reality.

Marketing today has never been so complex, with more channels for communication and content distribution, layered tech stacks to architect, data for everything, competition from everywhere, regulations and algorithms to navigate, acquisition and growth targets to reach, and the list goes on. All important, but what is also true and fundamental is the fact that marketing is about people. People in our teams, people that buy our brands and share our content, people we have yet to connect with.

Creating meaning and value in these connections is what really drives business growth. That takes insightful understanding of people and effective application of brands and marketing systems to connect with people in better and different ways. So if you need some help applying creativity and strategic rigor to your business, looking for someone to lead a marketing transformation or just an interim CMO, let’s chat.

TARGAN Consulting LLC

Marketing & Strategy Consulting

TARGAN is one of the indigenous Australian words for the ‘Dreamtime Rainbow Serpent’ - a foundational mythology. The rainbow serpent stories created and defined many connections people had with the land, the seasons and their place on earth.

As a CMO, Marketing and Strategy consultant, I look for the connections between landscapes, beliefs and people. All in the aim of connecting brands in the cultures and lives of the most empowered consumers ever.

So TARGAN is the name and spirit of my business, read on to see what I do.

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STORYSCAPING - A METHOD AND A MINDSET

international books.jpg — MUCH MORE THAN A New YORK TIMES BEST SELLER

Storyscaping is a new marketing approach that brings together the power of stories with the excitement experiences to create immersive worlds where brands and consumers connect. By using Storyscaping, brands can move beyond making ads and into creating worlds where their story becomes part of the consumer’s story.
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MY STORY

Articles and Papers

Featured

What defines a successful CMO today?

I was recently asked what I thought defines the idea CMO (Chief Marketing Officer) today. Reflecting on the question and response, I started to think that my 'limited' opinion might serve as good guidance for other marketers to consider. I also wonder what you think. #CMO #Marketing #data #intuition #branding #ChiefMarketingOfficer #creative #creativity

The CMO’s transformation challenge – Part 1

As the consumer landscape shifts, CMO’s seek to build better emotional connection with consumers and better brand experiences that provide a form of utility meeting a particular need, at a particular time.

This requires a primary shift in methods and often a re-creation of the marketing ‘system’ that CMO’s operate. Which consequently makes life more complex for the CMO.

Successfully conquering this complexity lies in the CMO’s ability to lead a transformed marketing approach.

The CMO’s transformation challenge – Part 2

Part two of the three-part series on the challenge to transform marketing for business growth
by Darren ‘Daz’ McColl, Marketing & Strategy Consultant – TARGAN CONSULTING

Marketing Transformation is the design and optimization of marketing systems to deliver profitable growth. To achieve effective Marketing Transformation, the entire Marketing System must be redesigned and perpetually optimized. And in this instance I’m not suggesting just technology, but the end to end system for marketing from organizational role and approach to customer value (and its measurement).

THE CMO’S TRANSFORMATION CHALLENGE – PART 3

The capabilities to deliver marketing transformation are diverse and interdependent.

What you also need to appreciate and explore is the application of these capabilities – and no, that isn’t solved by the creation of a PMO. All too often I have seen the creation of a PMO as the panacea for transformative change and while important as a management construct, it doesn’t replace great leadership, culture and the flexibility to evolve on the fly. So please, don’t fall for the trap of trying to project manage yourself into a transformation.

To set perspective, I look at three core dimensions of people application: The capabilities, structure and mindset.