Community is a massive buzzword these days but the hype is warranted. The impact a community has on defining your brand can’t be understated. Francisco and I discuss community in trail running specifically. This was a wildly insightful conversation. Here’s the summary with just some of the interesting points discussed.
Community Building in Trail Running:
Challenges of building a global trail running community due to its scattered and local nature.
Importance of brands going beyond product sales to create a lifestyle and mindset.
The difference between building community and marketing to an audience is the shift from a one-way (brand to audience) to a two-way (brand and community) communication model.
The role of brands is enabling community interaction rather than controlling it.
The change in business mindset needed to value community beyond a marketing tool.
Brand-Led vs. Endemic Communities:
The effectiveness and authenticity of brand-led run clubs and crews.
The differences in feedback loops between brand-led and community-based run crews.
The role of partnerships between brands, and existing run crews.
The difference between media led communities, and product led communities.
Regional Community Dynamics:
The nuances of community interactions in different European countries.
The importance of language and cultural sensitivity in community management.
The use of tools like ChatGPT to facilitate communication across language barriers.
Future of Community:
The increasing value of in-person interactions in a digital world.
The potential of creator-led brands.
The "keep it real" strategy in an AI-driven world.
Community becomes a business strategy, not just a marketing tool.
The idea of a commitment curve, and the onboarding process.
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