Peter Levitan & Co.

The New Business of Advertising

Search Results for: positioning

Building A Destination Agency.

Please. Let’s stop the insanity.

Landfills and recycling facilities are choked with articles about how agencies are incapable of creating a unique competitive brand position for themselves. I’m sure you’ve read your share. I know I have. Let’s solve the problem and move on. Because the truth is, if you do not have that audacious promise, a unique service offer or distinctive brand positioning, you are making it harder for a prospect to find and want to work with you.

We will get you to a strong compelling positioning by:

  1. Establishing clear business objectives.
  2. Understanding the needs and wants of your prospective clients.
  3. Examining the agency’s core competencies and determining if they are right for today’s market. If not, maybe it’s time for change.
  4. Examining your competitive set to unearth market gaps.
  5. Designing services and a core message for the future.
  6. Being single-minded and bold.

Get ready. These actions might be in conflict with where you are today and just might require a new business model. It might be time to move past or reinvent your current services.

One more point: We will examine the potential of having a Master Brand Positioning and supportive Sub-Brand Positions. Even a full-service agency can have a highly targeted new business effort lead by a laser-focused, single-service offer.

 

What do I mean by laser-focussed? Take a look at the Mobile Media Lab and their visual marketing expertise.

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Made In America: Made Movement: American Innovation At Work

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This might be a bit off topic, but…

Made Movement is a Boulder “marketing agency” (built by guys from Crispin Porter) that has positioned themselves as being dedicated to, as they say: “We propel brands that make things in America with business-solving, needle-moving strategy and marketing.” I love that they’ve actually manged to find a business niche that delivers some resonance. Most agencies do not have a brand positioning that is remotely different from all their competitors despite the fact that this is what they say they do for their clients.”

They are also in the eCommerce business via their flash-sale site Made Collection. This site sells made in America goods – like shirts made by folks in the Oregon prison system. Made Movement is hoping to build on research that Americans think that goods made here are superior and also build on a bit of patriotism. The site is well-designed, easy-to-use and cool, its in that 2012 hipster style that’s ruling right now. It is an interesting proof-of-concept for the marketing agency pitch.

OK. Why am I blabbing about this? Made Movement has done a couple of the smart / idea / innovative / envelope pushing things that I think we all need / should / could / have to do… If we want to keep the brain juices flowing.  In their case, they are taking the very (very) moribund ad agency concept and are adding a very new twist, a way to position themselves differently and, via consumer insight, to deliver very fresh ideas.

Fresh is good. Being fresh is a good strategy. Works for all of us.