Don’t just hack at the branches of new business success - work on the root

February 29, 2012 | Author: Tim Williams

New business success is not about having a better prospect database, sending more mailings, or making more phone calls. It's about having a relevant and differentiated value proposition. A focused positioning strategy. A compelling brand story. A clear understanding of what you're really selling.

“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...

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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...

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