In today's market, brands rely increasingly on devoted consumers to drive sales as customer acquisition becomes costlier. Start-ups like Topicals and Bandit Running prioritize community building, engaging customers through trips and product design feedback, enhancing trust and brand awareness. However, the concept of community has proliferated across brands, making it less novel and more routine. With brands cautious of alienating consumers amid political tensions, effective communication and in-person engagement are critical for maintaining a distinctive presence among loyal customers, requiring brands to be adaptable yet clear in their values.
As customer acquisition has gotten more expensive, brands are relying more than ever on their most devoted shoppers to drive sales.
The challenge is in broadening your community ... in a healthy and adaptable way.
The best ones are finding ways to connect with shoppers in-person through local events and doubling down on their values without being overtly political.
These brands put their values, whether that be self-acceptance or promoting a healthier lifestyle, on full display, increasing consumer trust and brand awareness.
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