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...
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...
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. ...
January 4, 2012 | Author: Tim Williams
In groups of agency professionals around the world I have often asked the question, “What do clients really buy from your agency?” Their answers usually include things like “Solutions to marketing problems,” “Insights and innovation,” “Expertise,” and “Successful marketplace outcomes.” Not a...
December 13, 2011 | Author: Tim Williams
Is there really an agency leader alive who doesn’t know that it’s time to disband the idea of a “digital department?”
Back in the days of Mad Men, agencies had a “television department,” because TV was a new technology that the print/outdoor/radio-centric agency executive of the 1950’s...
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