Peter Knapp

19/20

We had just finished presenting to Peter Knapp (our Chief Creative Officer then) who was conducting a Pitch Bootcamp in Mumbai for our top team. We thought we had nailed the mock pitch but there was an air of silence in our conference room.

Peter asked a simple question: “So...when the client is evaluating agencies at the end of a long day after many tedious pitch presentations, what’s the thing one thing they are going to remember about us? Landor…that's the agency that…fill in the blanks!” We each gave some weak responses but could tell that Peter was totally unimpressed. In his quintessential Zen that wonderfully hid his annoyance he went on.. “What can you do to be remembered in a sea of sameness? What is the story that others are saying about you long after you’ve left the room?”

I’ve had the joy of working closely with Peter for more than 20 years and have a long list of #peterisms but I am truly grateful to Peter for instilling in me the critical importance of generating talk value!

This applies not only for agencies but for any business or even individual that wants to stand out, get noticed, get considered and get preferred.

Do you agree? Are you creating memorability for your brand?

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