Agency Business

#42: Building a differentiated agency — with Robin Bonn of Co:definery

12 snips
Oct 13, 2025
Guest
Robin Bonn
Robin Bonn, founder and CEO of Co:definery, specializes in repositioning agencies and is also the host of The Immortal Life of Agencies. He delves into the common confusion between positioning and branding, emphasizing that true differentiation runs deeper. Bonn discusses how independent agencies can leverage scale and cautions against the dangers of sameness. He explores how AI is transforming agency business models and stresses the importance of culture in determining long-term success. For Bonn, being truly differentiated means more than just a catchy tagline.
Ask episode
AI Snips
Chapters
Books
Transcript
Episode notes
INSIGHT

Positioning Is Strategic Not Cosmetic

  • Agencies confuse positioning with packaging and often stop at logo and tagline changes.
  • True positioning requires business strategy, pricing, go-to-market and change management.
ANECDOTE

Uncommon's Radical Client Filter

  • Uncommon Creative Studio launched into a crowded London market and succeeded by being distinct.
  • They only work with clients committed to changing the game, which galvanizes both client and agency.
INSIGHT

Market Is Under-Differentiated Not Oversupplied

  • The market isn't oversupplied, it's under-differentiated; differentiation creates opportunities.
  • Agencies that write their own rules can attract clients committed to transformative work.
Get the Snipd Podcast app to discover more snips from this episode
Get the app