We often are asked if we have extensive experience in category XYZ. Sometimes the same people also want us not to have worked with one of their competitors recently. Other than the pharmaceutical industry, I have found that brand work does not vary much across branded entities, from consumer packaged goods, B2B, healthcare and professional services companies to universities, museums, municipalities and start-ups. While there are some differences, deep knowledge of a specific industry or product category is generally far less important than specific brand consulting knowledge and experience.
What do you think? Do you agree?