This was a thought-provoking little dispatch Tish! Been thinking a lot about brands x community recently myself. Tbh I have mixed feelings about brands positioning themselves as a vaccine for our loneliness epidemic. If IRL community makes sense for that brand, then fine. E.g. I'm not mad about Arc'teryx organising a hike. But I would find it disingenuous if the very brands that fuelled our isolation now push IRL experiences to stay relevant. Case in point: dating apps. 🙃
I hear you! For me all tactics need to come from the foundations of a brand / business eg. What are their values and how are they living these out + looking at the market to see where the current opportunities are. Eg. A brand has connection as a key value in the biz. They host webinars and/or online events, what could an IRL experience look like and can they move some budget there to test?
This was a thought-provoking little dispatch Tish! Been thinking a lot about brands x community recently myself. Tbh I have mixed feelings about brands positioning themselves as a vaccine for our loneliness epidemic. If IRL community makes sense for that brand, then fine. E.g. I'm not mad about Arc'teryx organising a hike. But I would find it disingenuous if the very brands that fuelled our isolation now push IRL experiences to stay relevant. Case in point: dating apps. 🙃
I hear you! For me all tactics need to come from the foundations of a brand / business eg. What are their values and how are they living these out + looking at the market to see where the current opportunities are. Eg. A brand has connection as a key value in the biz. They host webinars and/or online events, what could an IRL experience look like and can they move some budget there to test?