In a sea of marketing agencies, or many other service providers for that matter, the most common value prop is "we won't screw you over" or "we actually do what we say we are going to". Neither of these is a great way to go-to-market.

What is a great way, you ask?

Do something large and make yourself known for being an expert in something.

This is exactly what Mason Cosby did with the ABM-athon at Mojo Media Labs.