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How to stand out from the research crowd
Physician heal thyself
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Stormy times
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What can research agencies learn from other b2b industries?
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How companies in a similar industry reinvented themselves
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How companies in a similar industry reinvented themselves
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How companies in a similar industry reinvented themselves
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How companies in a similar industry reinvented themselves
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How companies in a similar industry reinvented themselves
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How companies in a similar industry reinvented themselves
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How do clients pick agencies?
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Top 30 MR companies: Strip away the people and technology and what have you got?
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Blue or grey? Big MR organizations tend to be grey ties…
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What an amalgamated global MR company logo looks like
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It’s not just what they look like, but also they say about themselves
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market
nobody/nothing
digital seeinnovation
thinks
applied
analyticsbig picturedeep precision
impactfull-serviceunpredictable
customer experience
strategyprovider/delivered
insight/s
growth
intelligenceresearch
world/global
Living and breathing the brand
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A product Cheaper
Same as the rest
A brand More expensive
Different from the rest
Time to change
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Branding as behaviour
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Why this would be good news for clients
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Stand out from the crowd
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Find your secret sauce…
• What do you have that is distinctive?
• Find your philosophy (‘How’, not ‘what’)
• Make it meaningful
• What culture do you have to deliver that?
• Think like a human
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How branding can help agencies
• Can pique interest to secure initial credentials conversation
• Makes getting repeat business easier
• Methodology is far easier to copy than philosophy
• The less proposals are seen as directly comparable, the more latitude there is on cost
• Provides basis for staff recruitment, loyalty and retention
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How branding can help clients
• Makes the final product predictable and reproducible
• Makes roster approval easier reducing need for pitching
• Makes it more likely that I’ll partner investigating new techniques
• Makes it more obvious which agencies are good cultural fit
• Makes my life easier!!
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THANK YOU…
