I have yet to meet the client who says, "Gee, my business is moving so much more slowly than it used to."
Today, speed-to-market is a vital competitive weapon. Clients who can move with extreme speed and agility can outmaneuver slower, more process-laden competitors.
In his speech to the JFAM Conference, Steve Gardner, President of Gardner Nelson + Partners, addresses the broad issue of managing financial brands through the negative cycles of the financial markets. Gardner contrasts the behavior of the financial industry following the 2008 financial crisis with historical precedent to argue that the institutions that continue to communicate throughout negative cycles emerge with stronger brands, and with their leadership credentials enhanced.
It has never been harder to be a marketer than it is today. 70 hours a week isn’t enough to push and pull all the communications buttons, levers, and switches at your disposal. And with so many experts in so many disciplines proclaiming that theirs is the path that will guarantee the future of your brand, who should you listen to first?
When Marion Harper created the concept of an “agency holding company” in 1960, he didn’t pretend there was any benefit to clients. It was simply a financial structure to manage around client conflicts. Clients see this every day… in the work, the people, and the endless haggling about money…
Gardner Nelson + Partners
