At What’s The Idea? clients pay the bills. They do the hiring, provide the homegrown insights and share business data. Without clients there would be no brand consultancy. But clients are not my customer. My customer is the brand. It is the brand to which I pay allegiance. It is the brand that is the object of my strategic desire. By being so focused it helps remediate politics from the equation.
By putting the brand first and the people and clients second, it cleanses the process. Brands have no egos. They just sit at the nexus of good-ats and care-abouts. A brand doesn’t look to be promoted or aspire to Ad Age Marketer Of The Year. You can’t artificial intelligence your way around a brand. It’s a thing or service.
Don’t get me wrong, I need people to help navigate insight work. The stories, the human impact of purchase and use, the role of the product, can never be ably understood without people — be they brand and product manager or consumer and influencer.
But when all is said and done the brand must be the customer. At What’s The Idea? that pays the bills and provides the dividends.