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 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. ...
November 7, 2011 | Author: Tim Williams
The effects on your business of committing to a focus that makes the most of your strengths can be not just incremental, but exponential. It’s actually very similar to the growth pattern often seen in the digital world, sometimes referred to as the “network effect.”
Slow at first, then rapid...
July 25, 2011 | Author: Tim Williams
When you consider the range of services provided by agencies, some are exponentially more valuable to clients than others. Propulsion has covered this topic in many previous posts about Magic and Logic. But here’s another useful way to think about the relative value of the services your firm...
May 10, 2011 | Author: Tim Williams
“What is it they do again?” That’s the reaction of many prospective clients looking at the list of diverse services listed on most agency websites.
As my friend Bruno Gralpois of Microsoft says, “Agencies have mastered the art of talking about themselves in ways that make you wonder what they...
Questions or feedback? Contact us.
Copyright © 2011 Ignition Consulting Group, Inc. Terms of Service
Want to hear from us? Sign up for our newsletter.