Do Brands Even Know How To Build a Community?
Do Brands Even Know How To Build a Community?
With Ana Andjelic, Neelam Ahooja, Gabrielle Boucinha and Erica Wright
By HURS Team
As culture has become more homogenous, many subcultures have died with it. We used to look to other people for advice, inspiration or a point of view. But consumers are increasingly looking for brands to fulfil that role. Building tribes of like-minded people, rallying behind the brands we love.
As we continue to humanize brands, we demand them to take a stance on topics important to us. Adding an extra layer of meaning and depth. Speak our language. As a result, our purchase decisions no longer strictly signify status or taste level. Instead, they define who we are and what we stand for. All has led to the relationships we’re building with brands becoming scarily similar to the relationships we build with our friends, families or colleagues.
After all, the holy grail of marketing is to transform everyday consumers into true believers, and promoters, of your brand. To do so, however, brands have to give consumers the keys to their usually firmly closed gates, and just access isn’t enough. Magic happens when consumers are able to create their communities, narratives and ideas on their terms, without having to ask for a brand’s permission. Brands have to be willing to become co-contributors of their narrative, over fully owning it.
Leading this approach are Peloton, Glossier and Apple. Three new luxury brands that showcase that you don’t need to dictate to be successful. So far, most fashion, art and design brands have missed the boat, unable to achieve the same success. A missed opportunity for both brand awareness, and business growth.
We asked four industry experts with deep loyalty to brands about their take on contemporary brand tribalism, what brands do it well and the opportunities ahead for those smart enough to participate in community-led conversation.