In case you missed today’s Ad Age small business story titled “Why are we so Alike” I would highly recommend following the link and reading it.
Bart Cleveland does an excellent job of pointing out the obvious that here we are, specialist in differentiation, at least for our clients, but we (ad agencies) ourselves can’t seem to do a good job of marketing our own brand. It’s the infamous “shoe makers children” comment. Well I think that if you are going to continue to rely on that old adage then you deserve what you get.
Yes the marketplace is becoming more competitive but I also believe that those agencies that assert themselves a little more and share with their clients and prospects what they are all about, and no I’m not talking processes, but what their belief system is that where the shoe fits you’ll have a match.
At the end of the day people will do business with people they like. I’m always telling my clients to try to align themselves with prospects who seem to share some of the same philosophical beliefs as they do. In the end it will yield better, longer client relationships.
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