Sunday Morning Coffee #11
Hello,
Kyle here. Hope you’re all doing well.
Been thinking a lot about positioning: how to position a brand, why to position it there, how to get buy in for the positioning you’re recommending.
But this thinking hasn’t been limited to just clients as the brands I’m thinking about. Agency positioning has also been included. And it needs to be due to the times we’re in when these topics keep coming up:
Agencies Brace For Impact As Marketing Cloud Looms
Inside Accenture’s Plans For Agency Dominance
Long-term clients and winning new business — that’s how agencies keep the wheels of profit turning. But what keeps and what earns the two?
For long-term clients, is it consistent results, trust, the agency’s ability to challenge the brand so it continues to evolve, the agony of going through a pitch process, or a combination of all of it?
When it comes to winning new business, is it about pitching the best strategy, showcasing the agency culture, explaining with excitement how the agency approaches each client challenge, developing the best understanding of who you will be pitching to by creeping LinkedIn profiles, luck, or a combination of all of it?
I’ll be honest, I’m struggling to write this. So I have no clear cut answer I can use over and over from this point forward. Do you?
Until next week,
Kyle
