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Outdoor Voices shows community only gets you so far
Investment and time are required to establish a foundation for lasting community; members need to feel as if they have a shared emotional connection, not just an affinity toward a product or brand, but with each other. It’s rare to come across this collective third space that blends together the public and private, Gát said.
Vox • Brands want to be more than your friend. They want community.
A deep subculture entrenchment ensures that a company can maintain and enhance its difference as it scales. Patagonia’s long-term brand defensibility has more to do with it being able to believably connect with its community through the shared passion than if it had a proprietary product or acquisition channels.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
The keywords are not necessarily prestige and exclusivity but identity and belonging.Membership is micro. To prevent reverse network effects and maintain a high signal-to-noise ratio, brands often focus on specific customer sub-segments and overdeliver for them. This works particularly well for brands that sell easily commodified products. For exam... See more