15. It’s not just what they look like, but also they say about
themselves
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market
nobody/nothing
digital see
innovation
thinks
applied
analyticsbig picture
deep precision
impact
full-serviceunpredictable
customer experience
strategyprovider/delivered
insight/s
growth
intelligence
research
world/global
16. Living and breathing the brand
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A product
Cheaper
Same as the rest
A brand
More expensive
Different from the rest
21. Find your secret sauce…
• What do you have that is distinctive?
• Find your philosophy (‘How’, not ‘what’)
• Make it meaningful
• What culture do you have to deliver that?
• Think like a human
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22. How branding can help agencies
• Can pique interest to secure initial credentials conversation
• Makes getting repeat business easier
• Methodology is far easier to copy than philosophy
• The less proposals are seen as directly comparable, the more latitude
there is on cost
• Provides basis for staff recruitment, loyalty and retention
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23. How branding can help clients
• Makes the final product predictable and reproducible
• Makes roster approval easier reducing need for pitching
• Makes it more likely that I’ll partner investigating new techniques
• Makes it more obvious which agencies are good cultural fit
• Makes my life easier!!
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