I do not understand this whole "un" thingie (psst: clients don't either)

I've seen several companies and conferences refer to themselves as "unagencies" and "unconferences." And I just gotta ask, why in the Web 2.0 World, with all we've learned on basic marketing principles--from the Web 1.0 World--are we creating categories that only mean the opposite of the other?

That isn't innovative.

Especially when these new offerings, businesses and business models have so much more value than just being the opposite, or the "un" (antithesis?), of the other. Being the opposite places the focus on the competitor not the innovator. It makes the client scrutinize whether or not you really are the opposite, and how very opposite you really are...and how much of a risk that really is to them.

I'd rather they be focused on benefits not differences (if your difference is meaningful than that benefit will shine through). And while I've heard clients say "I've hired an interactive agency," or "I've hired an SEO agency," I've not heard them say "I've hired an unagency." (Though I admit I'd love to hear it as it would give me a giggle)

When we're the opposite of something then, sure, we give our clients a base to start from...but then it gets murky. They think, "Well an agency does creative, or media planning, or direct marketing...so this outfit, I guess, doesn't. I know what they don't do but, wait, what is it that they actually do?"

I assure you both types of companies do marketing, they may just use different models and media.  And I certainly assure you this, both are judged on the very same criteria: to get the client exposure so as to get more customers so as to up the bottom line.

Unless I've lost touch and all of a sudden clients want un-revenues.

Take me, I have a set of competencies that I've built a (small) business around. I'm often told, "You're not like other consultants." OK, cool, I'm different (notice the client is saying that, not me). But I don't refer to myself as an un-consultant. I've just always referred to myself as a marketing specialist (and sometimes, a marketing hippie).

Now take Red Bull, innovators of the "high-energy drink" category. They specifically wanted to avoid the "cola" category, but they didn't go with the "UnCola" because when 7UP used that it fell flat (especially since 7UP is, in fact, a carbonated cola). If I don't want cola? Then I'm likely gonna head for a Poland Spring (the premium water category) or grape juice (the fruit juice category).

But I'm never, ever, gonna say, or think in my most private of thoughts, "I feel like an uncola". Nope, I'm going to be much more specific than that. And opposite isn't specific. It's just the opposite of something that is specific.

A book without paper isn't an unbook...it's an eBook (and a book on tape is an audiobook). A website that is dynamic and two-way isn't an un-site.

It's a blog.

My point is that if you're going to forge brave new frontiers and create new categories, then get more creative--and far more meaningful--than just un-something. Why? Because you're better than just being the opposite of another, unworthy you're not ;-).

PS: Oh, and the unconferences I've attended? Delightful as they were, they were still a conference...as people still congregated at a certain designation for a common purpose to confer about a specified subject matter...it was just that the format was revamped. And I still had to pay to get into it. So opposite it truly was not.

Comments

[Steve Woodruff]

As always, your thoughts are uncommonly good!

[Stephen Denny]

Sounds like an unsuccessful "zag" strategy without much thought given to their actual positioning. They're dying to be different... if only they knew how.

The problem with such empty phrases like "un-agency" is that anyone can say them. When you work with small companies as clients, you often see "We're the Best for the Least" types of positioning work and you have to do some education to get them onto more solid ground.

If your competitor could claim your positioning with a straight face, you didn't do your homework.

[Katie Konrath]

I read somewhere that negating a concept only reinforces it in peoples' minds. If it's an un-website online, people will still think it's a website. If it's an un-conference, but people are still meeting up and paying to hear speakers, people will still call it a conference.

The true magic happens when someone creates a new category, just as you said. Then, instead of making people think MORE about the old way by trying to deny it, it's possible to establish a real new way of doing things.

Plus, another disadvantage of "un"doing something is that people have trouble getting excited about negative things.

[Ike]

You're just un-loving them because they are being unnovative.

[Jonathan Trenn]

Thanks for writing this CK. I'm completely sick of the silliness. I also get the feeling that those who are determined to use these terms (especially unconference) are adamant about it to the point that they're psycho.

To me, unagencies have unclients.

[Phil Barrett]

Great article - i couldn't agree more on the "unconference" topic

I prefer to talk to clients about maketing their events interactive two conversations with real value exchanges.

I covered this topic in a recent blog entry here:
http://www.burningthebacon.com/2007/09/13/meetings-20-how-to-leverage-social-networking-tools-to-achieve-incredible-engagement/