High Caliber Branding
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Category Archives for Client Relationships

There’s More To The Brand Story – Finding Your Inner Mike Wallace.

“Jazz It Up” “It’s Not There Yet.” “I Don’t Like It.” “Can I See Some More?” It’s not easy for a writer to hear these. But it’s not that I have a problem with making changes. In my career I’ve probably made more than 25,000 changes. It’s that this kind of feedback is so vague […]

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Prospecting: Separating The Believers From The Non-Believers

This scene from Mad Men sums up an important point for me about prospect relationship building. There are Believers and there are Non-Believers. The difference is easier to spot than we make it. As Don Draper says when explaining an ad campaign, “You either have it in your heart or you don’t.” Let’s apply this […]

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Telling Clients They Have – Gasp! – a Weakness or Two.

When you’re a position to have to tell a client that they have a weakness or two or seventeen, it’s not the easiest thing in the world to do. Someone asked me that recently: “So, um, what do you do when you have to tell a client that, uh, a few things they’re doing aren’t…quite…good?” […]

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Resolve That Nobody Steals Your Time

It took me a few days later than usual to find my New Year’s Resolution. It’s not to lose a few more pounds (although that’s fine with me) or the other usual stuff. This year, I’m going to protect my professional time like nobody’s business. I’m going to make more meetings count. I’m not going […]

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We Are All In The Hospitality Business.

The other day I was watching a show called “Hotel Impossible” in which a consultant gives shabby, unprofitable hotels and resorts the makeover treatment from a design and operations standpoint. As you can expect, he didn’t pull any punches on what was wrong with these places, whether the rooms were dirty, the color scheme was […]

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Are we doing wrong in creating “what the client likes”?

A few years back, when I was working in a 900-person ad agency, a new Copywriter entered our group. As he set up shop in the office next to me, he asked: “So…this Creative Director. What kind of stuff does he like?” “Excuse me?” “You know, what kind of copy does he typically approve? What’s […]

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You can’t pay for a taco when you ordered the filet mignon.

It sounds hilarious. Ridiculous. Insane. Because the reason so many of us can relate to this funny but painfully true video is that we have heard such things prospective clients have said in order to get out of paying nearly as much money. In addition to these, I have echoes of phrases like “sweat equity,” […]

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12 service questions that might be worth $400 million to answer.

The relationship and chemistry side of our business is routinely undervalued for its role in how companies make decisions to stay with an agency. Here’s the truth: Yes, companies choose agencies and stay with them because they produce results. But also because…they like them. Oh, but nobody could ever say that. Everyone has to appear […]

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