Navigating the Path to Success in Brand and Word of Mouth Marketing Consulting

Starting a consulting agency centered around brand strategy and word of mouth (WOM) marketing can be a rewarding endeavor. However, the landscape is unique, with big companies focusing on digital transformation and smaller companies often lacking the necessary resources. In this article, we will explore the best books and resources to help you navigate this niche market effectively.

Understanding the WOM Marketing Consulting Market

The current market for WOM marketing consulting is relatively small. Larger companies are already engaged with big consulting organizations focused on digital transformation. This leaves a potentially lucrative gap for smaller companies and individuals looking to adopt and implement WOM marketing strategies.

A more viable opportunity may lie in educating and training people and companies on how to develop and refine their WOM marketing strategies. Andy Sernovitz in the US has shown how it can be done effectively. His focus on training and education has been successful, demonstrating that there is indeed a demand for such services.

Classic Texts and Industry Insights

For inspiration and foundational knowledge, the book Confessions of an Advertising Man by David Ogilvy is highly recommended. This seminal work offers invaluable insights into the art and science of advertising, particularly in the realm of brand building and strategy. While the book is decades old, the core principles remain relevant and applicable today.

David Ogilvy was not only a pioneer in advertising but also an early adopter of scientific methods in marketing. His work with Dr. Gallup introduced him to public opinion research, leading to significant innovations such as using statistical confidence to measure the effectiveness of advertising campaigns. These methods paved the way for a more data-driven approach to advertising and brand development.

Although the market demands have shifted from traditional advertising to more digital-centric solutions, the fundamental principles of effective branding and marketing still hold. The challenge today is to adapt these principles to the modern digital landscape while maintaining a scientific rigor that can demonstrate the value of your consulting services.

Modernizing Your Consulting Approach

The resources available today are overwhelmingly focused on past techniques and methodologies. While these provide a valuable historical context and can offer useful lessons, the real challenge lies in innovating and adapting these principles to the current market. Here are some steps to help you build a successful consulting agency:

Client Collaboration: Partner with clients who are open to experimental approaches. This collaboration will allow you to test new ideas and gather data, which can be used to refine your methods and build a stronger value proposition. Curiosity and Exploration: Foster a culture of curiosity within your agency. Encourage your team to explore new methods and approaches that can be integrated into your consulting services. This curiosity can lead to innovative solutions that set your agency apart from the competition. Scientific Rigor: Implement a structured and data-driven approach to your client engagements. Use statistical and testing methods to measure the effectiveness of your strategies. This rigor will not only build trust with your clients but also position your agency as a thought leader in the industry.

Building Your Brand and Niche

If you can successfully integrate these elements into your consulting services, you will be on your way to writing the next classic text on brand and WOM marketing consulting. Your approach should emphasize innovation, data-driven strategies, and a commitment to continuous learning and improvement.

Conclusion

The path to success in the realm of brand and WOM marketing consulting is not for the faint of heart. However, by leveraging the right resources, fostering a culture of innovation, and maintaining a commitment to scientific rigor, you can establish a thriving consulting agency that stands out in the market.

Good luck on your journey to becoming a respected expert in this niche field.