Article

Ken Valledy
Ken Valledy 18 May 2016

Why Brands / Agencies Need to Take the First Step

As a former Brand Director and now an entrepreneur, I have gained first hand experience from both sides of the ‘gap’ that still exists between brands and their agencies and the start-up world.

Although both sides still need to work much harder to get closer, I personally believe that brands and their agencies should make the important ‘first move’.

Below are 3 key tips to help make this first move and to build a successful relationship with a start-up:

1. Move from ‘Online to Offline’.  Brands and their agency partners need to get away from their desk and go out to physically see the start-up community. Spending a couple of hours with start-ups not only provides a great insight into what new technology is out there, but also exposes brands/agencies to different thinking and new agile ways at looking at marketplaces. This physical meeting also needs to be part of an ongoing process and can’t be performed once or twice a year. To build (and be trusted) by the start-up community takes time and it can’t be achieved overnight or from your desk.

2. Turn off the ‘Perfection’ Filter . Brands and agency partners must realise that it is very unlikely that the first time you meet a start-up, their tech will be perfect for your need – it will take a bit of thinking / tweaking before the technology is right (not necessarily perfect) for your brand’s requirements. Remember, ‘done is better than perfection’ – sometimes you just have to take a chance, take a risk, especially with new technology

3. Start to THINK BIG and ACT SMALL. Brands and agency partners should always ‘THINK BIG’ when looking at new tech, they need to establish how the tech in question, could be scaled to help achieve their wider brand objectives. However, while they are ‘Thinking Big’, brands and agency partners should look to ‘ACT SMALL’ and undertake a ‘feasibility trial’  in a small selected part of their marketplace.  A ‘Think BIG, Act SMALL’ plan is the perfect low risk approach to choosing, testing and scaling the right technology.

It is all about taking ACTION. 

Hopefully, none of the above recommendations come under the ‘Rocket Science’ category? Simple changes in behaviour and mindset can really reap disproportionately positive benefits.

With the increasing publicity behind Tech City, more and more brand and agency teams are now aware of the vibrant start-up community. However, knowledge is worthless if you don’t do anything with it. Brands with their agencies now need to take the plunge and start to build relationships and commercial agreements with start-ups. Competitive advantage doesn’t come from knowing , it comes from DOING, it comes from taking ACTION (and leaving your desk).

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
The World Is Shrinking: 6 Degrees of Separation Is Now 2!

The World Is Shrinking: 6 Degrees of Separation Is Now 2!

Six degrees of separation is not just a party game, it's a reality. Everyone is the world is interconnected, and thanks to social media, that connectedness gets tighter and richer each day. See the research...

Scott Christley
Scott Christley 9 August 2017
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
Cats and Dogs Boost Your Business By 300%. Here’s How.

Cats and Dogs Boost Your Business By 300%. Here’s How.

It’s the age-old question that has endured ever since the creation of the internet: are you a cat person or a dog person? Or do you love both cats and dogs? We have both dog lovers and cat lovers at Sortlist, so it...

Aline Strouvens
Aline Strouvens 27 August 2021
Read more