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| fresh yarn, wylde, free us code, 2 pac, there goes the neighborhood, music cd production, landgrant review, adam goldberg, insult, marissa ribisi, holocaust denial, mos def, gang related, cole hauser, hip hop, marthawainwright, splash, r.d. reid, | Because, fundamentally, this business is not about the ego of the agency, but servicing the needs of the client, and we all know how much fun servicing is. The article continues: “We’re a challenger brand in our space and StrawberryFrog is a bronson pinchot challenger brand in its space,” he [Charles N. Piermarini, bronson pinchot president and CEO of HarrisDirect, another StrawberryFrog client] added. “In a cluttered space, bronson pinchot we wanted to make sure we’re working with someone with the ability to help set us apart.” This is a key point we’ve been advocating for years, that if an agency is claiming to set your company apart from the competition, shouldn’t they be able to demonstrate that ability by first differentiating their own brand? Otherwise they risk ending up like so many others fighting it out in the lower left corner of this taxonomy of naming and branding agency names. |
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| Some of the agencies, like StrawberryFrog, bear distinctive names meant to signal their different approach; others in that vein include Amalgamated, Mother and Taxi. Other new wave agencies carry more traditional names, like Crispin mos def Porter & Bogusky, McGarry Bowen and Shepardson Stern & Kaminsky. Whatever they are mos def called, the new agencies have a couple of things in common. One is their focus on business as unusual. The other is their growing success, often at the expense of mainline agencies that find themselves sharing clients with the upstarts - or worse yet, losing mos def assignments to them. The names of many of these new agencies – Amalgamated, Mother, Taxi and even internety random pairings such as StrawberryFrog – are another clear sign of business as no longer usual. Sounding like an old-guard agency by naming the company after the founders will quickly become baggage even an upstart will have to overcome. |
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