Comments on: What do they know about branding, who all but branding know? http://crmatters.wordpress.com/2009/03/19/what-do-they-know-about-branding-who-all-but-branding-know/ musings on strategy, brand and engagement with a CR bent Thu, 29 Oct 2009 15:40:36 +0000 http://wordpress.com/ hourly 1 By: kevinkeohane http://crmatters.wordpress.com/2009/03/19/what-do-they-know-about-branding-who-all-but-branding-know/#comment-150 kevinkeohane Tue, 31 Mar 2009 16:04:19 +0000 http://crmatters.wordpress.com/?p=349#comment-150 I just met with the CEO of our 200-strong agency in Melbourne, Publicis MOJO and we had an intersting chat about just this -- from the angle that most consultancies/boutiques/agencies have fallen into the specialisation trap as well. The full-service agency model will come back. Clients are tired of (and incresingly resource-stretched to be able to) trying to manage five agencies each with a small piece of the puzzle. Marty N provides a good explanation of this in The Brand Gap (or Zag, I forget which) - but I think the financial crisis means that overly niche players will suffer since they lack the "stretch capability" that provides greater relevance and security to multi-specialists. My CW article made this point too. Nice post, and thanks for the mention. You might have been the MBA in question. Maybe. I just met with the CEO of our 200-strong agency in Melbourne, Publicis MOJO and we had an intersting chat about just this — from the angle that most consultancies/boutiques/agencies have fallen into the specialisation trap as well.

The full-service agency model will come back.

Clients are tired of (and incresingly resource-stretched to be able to) trying to manage five agencies each with a small piece of the puzzle.

Marty N provides a good explanation of this in The Brand Gap (or Zag, I forget which) – but I think the financial crisis means that overly niche players will suffer since they lack the “stretch capability” that provides greater relevance and security to multi-specialists.

My CW article made this point too.

Nice post, and thanks for the mention. You might have been the MBA in question. Maybe.

]]> By: Dan Gray http://crmatters.wordpress.com/2009/03/19/what-do-they-know-about-branding-who-all-but-branding-know/#comment-145 Dan Gray Thu, 26 Mar 2009 12:15:26 +0000 http://crmatters.wordpress.com/?p=349#comment-145 It goes back to our previous conversation on culture, doesn't it? To find a truly compelling proposition you have to get right under the skin of the business. It's amazing the insights you can generate - and how positively clients embrace them - when you take the time to thoroughly explore and understand all the angles. It goes back to our previous conversation on culture, doesn’t it? To find a truly compelling proposition you have to get right under the skin of the business. It’s amazing the insights you can generate – and how positively clients embrace them – when you take the time to thoroughly explore and understand all the angles.

]]> By: Brandon R Allen http://crmatters.wordpress.com/2009/03/19/what-do-they-know-about-branding-who-all-but-branding-know/#comment-144 Brandon R Allen Wed, 25 Mar 2009 19:44:41 +0000 http://crmatters.wordpress.com/?p=349#comment-144 Totally agree. This is something that my firm has incorporated into our brand practice with clients. We will sit down and go through every facet of the client's business. Our team looks totally different today than it did a year ago. Totally agree. This is something that my firm has incorporated into our brand practice with clients. We will sit down and go through every facet of the client’s business. Our team looks totally different today than it did a year ago.

]]>