Mick Jagger and wisnet on Marketing
“You can’t always get what you want
But if you try sometimes well you might find
You get what you need”
What is the best way to do marketing for a client? Many agencies work as “all-seeing and all-knowing” gurus of marketing. They tell their clients what they should do and advise them that they would be fools not to follow the agency’s sage leadership.
Then there are marketing firms who are like Larry Tate from the classic TV show “Bewitched.” Larry may have had good ideas of his own, but he would always agree with everything the client suggested and then compliment the client’s brilliance. Not that the client didn’t have good ideas, but Larry never worked with, helped, or led the client. A true “yes man.”
There can be happy endings with either approach, but we believe we’ve found a better way.
wisnet’s collaborative branding process involves making discoveries together. We don’t know what “the big idea” will be until both agency and client see it, together. It starts with talking about every aspect of your company–the good and not-as-good stuff. We end up with one sentence that defines how you are unique. Then the personality and brand identity are narrowed down to five words (or phrases) that will be ownable by the client and meaningful to the customers. Nobody knows what those words are before the meeting. We truly discover it together.
Then we show lots and lots of ideas based on our collaborative efforts. The client may or may not have had a preconceived notion of what they should show, say, or do. But in the end, they see many different ways to talk to their customers.
Connect in a more personal and meaningful way. It’s not rocket science. It’s just an honest, collaborative effort between us to figure out, as Mick would say, “what you need.”