""We are providing a service to you outside of just the products that we are selling. And that service is: We are providing entertainment, education, we are introducing you to like-minded people and examples of what our brand represents.""
""We treat our brand in a very human way, and we always think about our communities as friends. We keep making deposits into the community and then we hope the community makes deposits in us.""
Huckberry's newsletter, launched 15 years ago, included links to external content, defying ecommerce norms. The company believes in prioritizing customer needs, providing entertainment and education beyond product sales. This approach fosters deeper community relationships over time. Yeti's marketing head emphasized treating communities as friends and making consistent contributions to them. Engaging customers through content results in a significantly higher lifetime value compared to traditional advertising methods, indicating that long-term investments in community relationships yield greater profitability.
Read at Fast Company
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