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Agency, Brand Thyself
 

Agency, Brand Thyself

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Advertising agencies and other marketing firms must do for themselves what they do for their clients -- develop a distinctive positioning strategy that will differentiate them in the marketplace. ...

Advertising agencies and other marketing firms must do for themselves what they do for their clients -- develop a distinctive positioning strategy that will differentiate them in the marketplace. Here's a brief overview based on the work of Ignition's Tim Williams as outlined in his book "Take a Stand for Your Brand: Building a Great Agency Brand from the Inside Out."

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  • The things agencies say about themselves are remarkably similar, starting with “full service” and “integrated.”
  • There are real benefits that result from taking a strategic position, not the least of which is a much stronger win ratio in new business.
  • Advertising Age’s Jonah Bloom says “Commoditization may be the biggest threat facing agencies today.”
  • Remember, standing for everything is just another way of standing for nothing.
  • In developing a positioning, the foundational question is “What are we really selling?”
  • Most recent research among marketers shows that the most important agency search criteria is “knowledge of our industry.” Agencies can only deliver on that if they’re willing to be experts in something instead of trying to be experts in everything.
  • If you’re absolutely right for one client, you will by definition be absolutely wrong for another.
  • The real question is would you rather be mildly appealing to a broad group of prospects, or intensely appealing to a select group of prospects?
  • Your firm is defined by the clients and services you don’t have.
  • Marketers know agencies can’t be good at everything, which is why they increasingly look for best-in-class specialists.
  • The “narrow” agencies in America bring in some very large revenues.
  • A differentiating positioning strategy for your firm can be found at the intersection of:What (What we do)Who (Who we do it for)How (How we do it)

Agency, Brand Thyself Agency, Brand Thyself Presentation Transcript