How does a small marketing agency grow when buyers struggle to tell agencies apart?

In this episode, Ethan Decker and Megan Bortner explore the mechanics of differentiation in B2B services. They discuss why most agencies are comparable in the eyes of buyers, how growth comes from acquiring more customers rather than creating extreme loyalty, and why focus is often more powerful than breadth.

You’ll hear how narrowing into a vertical or capability can increase memorability, and why distinctive brand assets—color, sound, mascot, tone—matter even in serious B2B categories.

If you run an agency, consultancy, or service business, this episode offers a grounded look at what actually makes you easier to choose.

Main Topics

• Why most agencies appear interchangeable
• The Double Jeopardy Law and small brand growth
• Mental availability in B2B marketing
• Vertical specialization vs. capability specialization
• Distinctive brand assets in service businesses
• Why fitting the category can make you invisible
• Examples of strong brand distinctiveness (Netflix, Aflac, Starbucks, Salesforce)
• Yeti as a premium brand case study
• How to think about Big B vs. Little B branding

Brands and References Mentioned

• Labyrinth Digital – https://labyrinth.digital/
• Netflix – https://www.netflix.com
• Aflac – https://www.aflac.com
• Starbucks – https://www.starbucks.com
• Salesforce – https://www.salesforce.com
• Yeti – https://www.yeti.com
• Cover Brand Spotify Playlist – https://open.spotify.com/playlist/coverbrand

If you’re running a small agency and wondering how to compete with larger players, this episode is a practical look at what actually drives growth: focus, reach, and distinctiveness.

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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