"We're not famous. Our clients are." - On "About"section of Bratskeir & Company website. Here you can take a peek.
I bumped into Bratskeir's positioning when I was analyzing how Manhattan public relations agencies put themselves out there. Its six word jumped off the page. That's just the way the selfless Pope Francis took over the global media. Effortlessly. But mighty effectively.
The trick is to fuse the inherent edge one has with the willingness to be invisible, at least when being in the background is necessary to generate results.
Who else has had this genius for low profile but big outcomes for others? Abraham Lincoln, Dr. Bob (co-founder of Alcoholics Anonymous, overshadowed by Bill Wilson), Betty Ford and Ronald Reagan.