I’ve wanted to do a post about trends in agency positioning ever since I wrote about agency taglines. What I expected to find was a significant overlap in the key terms and positioning statements across agencies. When I circled back to write it up, however, that wasn’t the case as much as I’d expected. The reason, I suspect, is that I selected some of the top-ranked agencies for this exercise. Were I to revisit this topic with a larger group of agencies, including small to midsize agencies that are not necessarily in the “top 100,” I think I’d find a huge amount of redundancy in positioning statements.
by Mark Duval - The Duval Partnership