Your customers should be at the heart of everything you do. If you have ever felt that maybe your brand is no longer speaking the same language as your customers, then it is time you called a brand agency. Taking the time to check out the competition is something every business needs to do.
Do any of these points sound familiar to you and your business? If so, it may be time for you to seek out the advice of a brand agency. Rebecca is the founder and Managing Director of rbl. An experienced brand and marketing professional, Rebecca has spent over 30 years helping clients to build, design and manage their brands.
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It is mandatory to procure user consent prior to running these cookies on your website. Your strategic plan has run its course Behind every successful business is a plan that guides the business from year to year. Your competition is outperforming you Taking the time to check out the competition is something every business needs to do.
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How many brand managers does it take to change a light bulb? None, they get the agency to do it. Can I get back to you on that? One of the most refreshing articles I have read in a long time!! Had me laughing into my cuppa this morning…. I was going to ask the same, I found the article a bit too extreme, at the end it is the results that needs to be judged and not how the presentation is taking shape and place.
However, I tend to agree that consultants should be specific and relevant to the business, yet a broad highlight may be necessary at different situations and circumstances. It is only fair to talk about both sides of the coin. Maybe then in-house brand and marketing managers will not be in need of consultancies as much to figure out the basics.
This WAS refreshing. Leaning on millennials 2. Consultation without data 3. Concept overload 4. Vague trigger words 5. Hailing of Jobs. Fun piece. Florid and well written.
It talks of the hard, soft and defining skills required. Thanks Mark. I confess to employing Dr. Maslow — but I use him to remind clients to talk about stuff that genuinely matters to the consumer in the copy. On behalf of a lot of Millennials… thank you for raising the Millennial point.
General agreement but when choosing partners it is not a plus to me then the prospects assume that I am hard of hearing, brain dead or not listening and amplifies the volume by employing ALL CAPS, day glow markers, cardiac arresting flashes or rude language. Thanks for the laughs Mark, a humorous way to get some serious points across.
Bang on! This is absolutely fantastic. The millennials point, as others have said, in particular. My brother and sister in law are technically also millennials and living it up with no mortgage in London. The idea that we are both basically the same segment for targeting is ludicrous.
Your finest hour Mark. Not sure his particular piece of advice quoted would get him far in university lecture halls though! Love it, thanks.
You made my morning…including audible chortles. My learning? Do more quant. Steve at WhatsTheIdea. As well as a follow up on what makes a good brand consultant it would also be great to get your views on a world without consultants full stop!
Refreshingly honest and absolutely true. No consultant is perfect, but providing direction without quantitative and qualitative evidence is a cardinal sin in the consulting profession. The article has caused plenty of debate here at Brand Union. None of us wanted to like it because of its almost toxic levels of self-satisfaction. The only thing that leaves us a bit frustrated is that we have little recourse. Every one of us could write a savage diatribe on the signs of a shit client.
Obviously based on prior experience, as all the Brand Union clients are lovely. Loved the pure venom in your diatribe Mark — as refreshing as a good pint of Cobra.
Not so keen on the diet of fawn and flatulence that followed. Until, that is, I got to this spicy gem from the canny Scotman. Argy-bhaji at its best. Hard to spot the bigger fools. The bad consultants who exist in all walks of life, not just marketing , the marketing mugs who need to spend a ton of money on poor advice to do their own jobs.
Or worse still, using swear words to induce some macho mock gravitas to state the bleeding obvious in the first place. Oops I did a swear. There are so many genuinely intelligent people that are still morons when it comes to segmentation! My definition of what is a brand. You may have sold me to become a brand consultant. Am I the only one who sees the irony? What matters is : a does the firm have a tried and tested track record of success, together with credible and verifiable testimonials from clients?
If all of those are positive, a little BS is harmless. If you do hear BS however, then call it out. I would add that one of the signs of BS is when people write pieces that lack nuance, that resort to mudslinging and swearwords.
Adverstising and branding are about smoke and mirrors anyway — no need to be clairvoyant to know that. Great piece Mark. Are you still bit hung over? You know, grumpy, head like wool, slightly queasy — maybe the Madras was a bad idea? The client was fine with that because he recognised the name of the consultant and could have a laugh about his Brand Manual with people like me.
I have only just seen this and completely agree with the remarks. It is all true. I weep on regular basis when I get the call to parachute in to a company because a senior client is panicking after an extensive review of their brand and business. The pattern is always similar. I get a month and a very modest fee in comparison to advise the client on what to do.
In this actual case the report was average, a lack of understanding of the sector was apparent airlines , the conclusions woeful and incapable of being implemented. Too many people ingest a glossary of terms and then regurgitate them. Same with brand theory. I eagerly await the volumes of qual and quant Mark Ritson must surely be preparing as supporting evidence for his rant.
Please add the word Disrupt to the list of BS to be wary of. And anyone who tells you they can disrupt an entire industry with branding. This is terrific. I have a real problem with weasel words and some of the crap being thrown about by eminently qualified humans who blag their way in to better and better jobs by yapping on with language like this.
I much prefer honesty and simplicity over everything else.
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