Go Where Your Competitors Can't Follow: The power of bold strategic commitment, and why most brands never manage it
Good brands claim to be the best at what they do. But great brands? They’re the only ones who do what they do.
Clearly however this is easier said than done. When you’re surrounded by fierce competitors, how is it possible to build true distinctiveness, and carve out a walled garden in your category?
About our expert:
Alex Smith is a strategist who started Basic Arts following a career developing award-winning ideas for global brands such as The Economist, Innocent, and Hello Fresh.
Through this work Alex uncovered flaws in normal corporate strategic process, finding even the best brands to be disjointed and confused. A lack of true market fit was often papered over with superficial marketing spend, leading to shallow businesses relying on brute force to succeed.
He created Basic Arts to remedy that, and help create a new generation of truly strategic businesses that succeed by offering real value.
His writing has been featured widely in the business press, and his recent TEDx talk has been watched over 100,000 times.
What to expect...
Alex will cover the key principles that the most iconic brands use to build unassailable positions in their markets, including:
- Embedding branding into the heart of your business
- Attacking the conventions of your category
- Deliberately cultivating 'weaknesses'
These ideas won’t be for everyone - but that’s what makes them powerful.
Format:
This interactive, expert-led talk will explore big ideas with the power to transform your business. Come ready to shift your thinking, ask questions and be inspired!
