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- About The Author
Ranked by Amazon as one of the top ten books on brand building.
You’re standing in the elevator with a prospective client who turns to you and says, “I’ve heard of you guys. Tell me about your agency.” Here’s your chance to describe what makes your agency interesting, compelling, and different.
Instead, what comes from your lips is something like, “We’re a full-service integrated marketing communications firm serving a wide variety of clients.” A missed opportunity.
In Take a Stand For Your Brand: Building a Great Agency from the Inside Out by Tim Williams, you’ll learn how to define your positioning in a way that makes the agency intensely appealing to the kind of clients you really want. You’ll discover how to:
- Define the core competencies of the agency — what you do best.
- Go beyond thinking about category experience to defining what audiences you know best — one of the most interesting ways to define your brand.
- Articulate how your agency is distinguished by what you think, not just what you have.
Remember that standing for everything is the same as standing for nothing. Make the decision today to take a stand for your agency brand.
“The shoemaker story about holes in their shoes applies to ad agencies as well. ‘Take a Stand for Your Brand’ inspires the people who market for a living to market themselves.”
Jonathan Bond, Kirshenbaum & Bond
“Pull up a chair with Tim Williams and some of the best minds in the business as they take a moment to show you how the creative skills you use to make brands famous can be deployed on yourself.”
Jim Mountjoy, Loeffler Ketchum Mountjoy
“We in the advertising business are our own worst clients. This book helps agency principals look inward and do for their own brand what they do for their clients' brands. It stands out from the glut of ‘How to Succeed in Business’ books by focusing on how to succeed in the advertising business."
Steve Laughlin, Laughlin-Constable
“This is a handbook for any agency that wants to set itself apart from the pack. Tim Williams has distilled much of the best thinking ever done about brands and applied it single-mindedly to the agency business model. It ought to be mandatory reading for serious students of the business.”
Robert F. Lauterborn, Professor of Advertising | University of North Carolina
“Tim Williams has the best grasp on agency brand positioning I have ever seen. It deserves as wide an audience as possible within our industry.”
Cindy Gallop, Former Chairman | Bartle Bogle Hegarty
Read what BeyondMadisonAvenue.com has to say about it.
Tim Williams is founder of Ignition. As a recognized thought leader in the advertising and marketing business, he is a frequent speaker and presenter for organizations such as the American Association of Advertising Agencies, Association of National Advertisers, American Advertising Federation, and agency and business networks throughout North America and Europe.
He is the author of the book, “Take a Stand for Your Brand” currently ranked by Amazon as one of the top ten books on brand building. His management series booklet “Defining the Agency Brand,” published by the American Association of Advertising Agencies, is considered to be standard for agency brand development. Tim is also a Senior Fellow of the VeraSage Institute, a think tank devoted to transforming the way professional service firms price and value their services. As an adviser in this area, he has worked with major agencies, agency holding companies, Fortune 500 companies, and national and international associations.
Tim is a regular contributor to leading trade and business publications, including Advertising Age, Adweek, Admap, and Communications Arts. He also authors “Creating Value,” a quarterly publication dedicated to changing the paradigm of how agencies provide value to their clients.
Before forming Ignition, Tim was president of nationally-ranked R&R Partners (creators of the “What happens here, stays here” campaign for Las Vegas) and was also co-founder of his own firm, Williams & Rockwood, now known as Richter 7. The agencies under Tim’s leadership have earned recognition in top national and international competitions including The One Show, the Communications Arts Advertising and Design Annuals, the Clio Awards, the Cannes Film Festival, and the National Addy’s.
He spent his early career in New York and Houston working at multi-national agencies including Ogilvy & Mather and Marsteller, and has led efforts for a variety of well-known brands such as Compaq, CBS, American Express, IBM, National Public Radio, Hummer, and Novell.