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.
Small Spark Theory: a marginal gains approach to new business and marketing