Recent Additions
Propulsion Blog: Don’t just hack at the branches of new business success - work on the root
February 29, 2012 | Author: Tim Williams
“Does new business have to be this difficult?” It’s a question Ignition increasingly hears from agencies around the country and around the world. Business development is in fact much harder than it used to be. And it’s not just the economic recession that’s causing the problem. And why exactly is it so difficult? An interesting piece in HBR “The New...
Propulsion Blog: Beyond positioning: 10 more ways to differentiate your agency brand
February 13, 2012 | Author: Tim Williams
It’s a true and remarkable fact that 60-70% of a company’s market value is intangible; value created by how the brand is perceived by its customers. This phenomenon has been widely studied and plays out in dramatic ways especially in large consumer good companies. A study of brand equity by Prophet quotes former Quaker CEO John Stewart as saying “If...
Propulsion Blog: Why your agency positioning strategy should not be based on facts
January 31, 2012 | Author: Tim Williams
When it comes to your agency’s business strategy (positioning), the best place to start is to make sure you’ve struck the right balance between authenticity and aspiration. An agency positioning that’s too authentic is too backward-looking, too focused on where the business was instead of where the business is going. On the other hand, a positioning strategy that’s too aspirational...
Guide: Top 10 Imperatives for Agency Success
January 26, 2012 | Author: Ignition
Business is at the nexus of the Great Recession and the Great Transformation of Marketing. The tried-and-true marketing approaches, born of an advertising industry that is more than 100 years old, are losing their effectiveness.
Propulsion Blog: Be a market maker, not a follower
January 16, 2012 | Author: Tim Williams
As a professional services firm, the ultimate business strategy is to not just be a category leader, but to create a new category; to be a category of one. The most powerful positionings create a new market, in which you are the leading – and only – provider. Of course this isn’t easy. (Nothing worth doing is.) Writing recently in...
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