A fresh new voice in inspiration for business professionals, You Do You takes competitive strategy into the 21st century. Combining insights from analytical psychology and recent sociological transformations, the writers create a compelling case for a counterintuitive approach: turning your focus inward to become a better brand for your consumer.
In irresistibly persuasive language Nele Pieters and Stephanie Duval build on the foundation of competitive strategy as it has been developed over the past few decades, and they are the first to add an original new dimension in almost twenty years. Challenging the reader’s assumptions in a playful manner, they follow up with sound and reassuring advice that enables brands to make better choices.
If your brand is spending all of its resources on fighting off the competition, the solution is not to develop better tactics – it’s to develop a better strategy. By letting go of the urge to please everyone and developing a consistent identity with a razor-sharp focus, brands will become irresistible to the consumers who matter and will achieve a meaningful state of connectedness with them.
Serial entrepreneurs Nele Pieters and Stephanie Duval founded strategic consultancy RPPRT to help other businesses and organisations secure a competitive position in today’s market. They created the Community Brand Method as a more evolved and relevant way to determine said positioning in a world where consumers long to belong and look for brands that support their identity.
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Keeping up with the Joneses
Take a minute and count to 10
The company struggle
02 From customer centricity to ‘you do you’
Survival of the fittest: people filter out irrelevant input and deselect before they select
Consumers are not constants
The current solution
You do you
03 You do you based on community
The evolution of competitive business strategy
What does it mean to be ‘winning’?
We need to agree to disagree
You do you, based on community
A perspective switch with social impact
04 Community Brand Method©
Which need do you want to be the answer to?
How do you translate this need into a transaction?
How do you go from transaction to creating a rapport with the consumer?
Individualisation, belonging, and identity
Community as a concept
05 Community brands as a cry for more long-term thinking
Strategy is not personal advice but an objective choice
Community gives strategy stability without it becoming static
Culture gives direction to strategy and vice versa
06 A new kind of relationship with the consumer
Letting go of ‘attract, engage, convert’
Watching trends lets you keep up. Watching your community gets you ahead.
Brand design doesn’t require being original; it requires creative authenticity.
Influencer marketing can’t replace trust; it’s still you who needs to earn the trust.
Sales hacks can’t create a need that doesn’t exist; a strong identity is the ultimate growth hack.
Don’t waste time building brand communities; build something a community wants to visit.
07 Building a confident organisation
The impact of the hyper-transparent society
The impact of individualisation
The impact of the unconditional society
08 Agree to disagree
A shift in the power balance
Change is all around us
Ego vs. self-awareness
Arrogance vs. confidence
You do you
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