When Agencies work on Client brands, one of the first things they ask their Client is-

“What does your Brand stand for?”

Typically the Client will offer up a couple of different things and this will spark a second request.

“Try to be single minded. What is the one thing your Brand stands for?”

The Agency will then build a complete marketing program based on this benefit.

This is the right way to operate but what’s good for the goose is also good for the gander.

The question then becomes- What does the Agency Brand stand for?

Here are some suggestions-

  • A great retail/CPG/Durable goods Agency
  • The most creative or strategic shop in the country
  • The most service oriented Agency in the world

There are many different positions in the market and the Agency can be anything it wants.

However, once it chooses what it stands for, it needs to build this into its new business program and drive it home in pitches.

It would do it for its Clients and it should do no less for itself.

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