Posts Tagged ‘agency positioning’

EP41: Positioning v proposition | Robin Bonn | Co:definery

June 30th, 2020

There aren’t enough podcasting hours to do justice to the agency positioning and proposition debate. We’ve explored this before in episode 13 with David C. Baker and then again in episode 36 with master of the agency messaging, Roland Gurney. 

But with entire industry sectors in crisis and an uncertain economy ahead it has never been more important for agencies to clearly define and signpost their expertise.  So buckle up, we’re going in again!

In this episode we talk to Robin Bonn from Co:definery to get the lowdown on why positioning is dead but proposition is king and the perils of a pivot. Listen in to find out how to win a copy of Robin’s recommended read: Good Strategy, Bad Strategy by Richard Rumelt

You can read Robin’s latest musings here and follow his Marketing Week column here.

EP25: Agency Thought Leadership | Pip Stocks | Brandhook

February 15th, 2019

I’m calling this episode ‘thought leadership’ for the sake of brevity, and SEO but in reality this is about so much more.

 

Pip Stocks runs Brandhook, a Melbourne-based brand and customer experience consultancy.

 

Over the last four years Pip, and Brandhook, have owned the conversation around “Closing the Gap”, understanding how brands can get closer to their customers in an era of increasing digital disruption.

 

I’ve followed the progress of Closing the Gap, as a series of presentations, blog posts, editorials, a podcast, numerous speaking engagements and a book. It has been a masterclass in agency thought leadership campaigning I have referenced to my clients again and again.

 

Pip joins me to talk agency positioning, service innovation, thought leadership campaigning and dodgy nineties fashion.

 

You can see more about Brandhook and check out the new platform, Hearsay.

 

Kara Swisher’s podcast is Recode Decode

 

As always we’ve giving away a copy of Pip’s recommended read, Small Data by Martin Lindstrom. Listen in to find out how to win.