Ideas from books, articles & podcasts.
Most brand-led community building focuses on people loosely aggregated around a brand, where the brand is the hero, and the people mostly interact with the brand.
What is needed are initiatives that enhance belonging with real connection. Brands should create spaces, experiences, products, and services that deliberately foster the conditions for diverse people coming together in respectful environments for shared experiences.
MORE IDEAS FROM THE SAME ARTICLE
Some for-profit brands are identifying the opportunity for stepping into the cultural need and market opportunity for more in-depth, real-world person-to-person connections.
Technology is part of the problem of disconnection, as we're replacing deep, emotion-driving in-person relationships with superficial online relationships.
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