November 15, 2011 | Author: Tim Williams
A lot of agencies have a new way of describing themselves: “We’re brand storytellers.” If your firm considers storytelling to be a core competency, you can’t really deliver on this promise without a very different approach to your internal process and structure.
A lot of agencies have a new way of describing themselves: “We’re brand storytellers.” If your firm considers storytelling to be a core competency, you can’t really deliver on this promise without a very different approach to your internal process and structure.
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October 10, 2011 | Author: Tim Williams
When you shop for a car, you’re looking for an “outcome”, not a set of components that comprise an automobile. Imagine visiting your dream car’s website and finding in place of a compelling description of the car and its main benefits, an exhaustive list of features. Or worse, a list of the components that make up the car – the hood, trunk, wheels, doors, motor, suspension, drive train, cooling system, lighting system, gauges, sensors, ignition system, starting system, switches (you get the idea).
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September 12, 2011 | Author: Tim Williams
Is an agency that is twice the expense of an in-house unit (even when accounting for internal overhead) worth the price? Actually, yes. The right kind of agency is actually worth 11 times the price. Here’s why.
Marketers are often focused on the features of their product. They know how it’s...
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August 30, 2011 | Author: Tim Williams
In my recent book, Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success, I make some fairly big assumptions about the advertising business with which I’ve been so closely associated. By referring to advertising people as “professionals” and...
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August 4, 2011 | Author: Tim Williams
Some industry observers find it incredulous that in an age of sophisticated software and cloud-based computing a majority of agencies still rely on archaic systems to communicate and collaborate. Paper job jackets? Really? The most advanced use of technology many firms use to get their work...
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