What is a brand?
The term brand is commonly defined as ‘a collection of memories and associations held by the consumer,’ though, many would argue that today a brand is truly defined by its following.
The internet has shifted power to the consumer. A brand’s identity is increasingly shaped by social media posts and review sites, as opposed to advertisements no one trusts, or targeted campaigns that struggle to break through the noise.
When a brand becomes a community...
Instead of investing limited resources in salespeople or Facebook ads, scaling companies are attracting and retaining customers by providing deeply engaging experiences (learning and networking opportunities, among many others).
Over time, the customer base starts to strongly resemble a community - united by a common interest in the mission and values, bonded by shared experiences. They become the brand's storytellers and evangelists.
Join us for a conversation with thought leaders, where we'll explore:
1.) How to incorporate community building into your strategy and business model
2.) Tactics for building community - on and offline
3.) How to measure results, in terms of customer acquisition costs, loyalty and lifetime value