Have you been watching The Pitch? Obviously, it’s up our alley and we’ve taken time out of our day to share it with our whole team. It’s interesting to see how teams operate and accomplish the ultimate goal: winning the client. The premiere episode showcased some of the walls agencies hit when internal conflicts arise, and how it can slow or stopprogress. This display of inner-agency competition made me realize that for individuals in the agency, maybe the ultimate goal is NOT getting the client, but getting their idea pitched, and the problems it may cause if it isn’t.
It’s understandable. It feels amazing when your idea, your baby, born of late nights, sleep deprivation, espresso, and eye strain is the CHOSEN ONE. But what does that say about the agency’s brand? Are you building brand champions if your team is fighting, interrupting each other, and working against itself? Especially, uh-hem, in front of the client? No. The answer is no.
No business wants this for their brand. A business wants to be seen as a unified front. Ramanujam Sridhar, CEO of brand-comm says, “Branding theory classifies employees into four types.” and here they are:
1. Brand champions are storytellers who spread the brand idea.
2. Brand agnostics are interested but not committed.
3. Brand cynics are not involved with the brand idea.
4. Brand saboteurs are working actively against the brand idea.
Are you or your employees feeding or starving your brand?