If you go to Modernista’s Website, you find a unique and inspiring message. “Modernista is not for everyone.”
Many agencies will take a shot at any client they think they can win. But an agency with a good sense of who they are and who they want to be realizes that they can’t be the right agency for every client. Like a brand, they have a character. Taking on the wrong clients will dilute that character pretty quickly.
Understanding what your agency’s brand is can be just as important as understanding your clients’ brands. But, as Tim Williams points out in Take A Stand For Your Brand, agencies can be surprisingly bad at defining and understanding their own brand. We tell our clients they can’t be everything to everyone. We would be wise to heed our own advice.
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Look at the ABOUT US section on most agency sites and it will say, “We are a full-service marketing communications agency, specializing in broadcast advertising, digital media, corporate branding and public relations.” I wonder how often potential clients read that and say, “Awesome! That's just what I was looking for!”
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What I love about this is that right after reading that they “aren't for everyone” you immediately wonder if you fit in their select group. Nice play on human nature.
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How's the book? any good?
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It's pretty good. The points he makes about an agency branding itself are really good. Then there are a lot of exercises and process stuff to define your agency brand, which is less interesting, though could be very helpful to the right people.
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