How brands are building tribes in pursuit of authentic connection
By Felicia Nwosu
In the bustling, dynamic landscape of Nigeria, the concept of brand community is undergoing a profound transformation.
It is no longer sufficient for brands to merely exist; they must actively cultivate and nurture communities that resonate with the cultural heartbeat of the brand ecosystem.
They affirmed that brands must become architects of connection, weaving together shared experiences, values, and narratives to forge genuine communities.
According to these professionals, the essence of community building transcends fleeting campaigns and sporadic updates.
It demands a relentless commitment to consistent engagement, a deep understanding that true connection flourishes through sustained interaction, and that brands must move beyond the superficiality of mere content dissemination and embrace a multifaceted approach that cultivates genuine belonging.
These experts also said the old playbook of mass advertising is fading, replaced by a yearning for authentic engagement and a sense of belonging.
This revolution, as articulated centers on the imperative for brands cultivate deep, meaningful relationships.
As strong voices and leading lights in the integrated marketing space, they opined that, spotlighting community members who generate buzz is an effective strategy for fostering engagement, as these individuals, whether they are influencers, thought leaders, or simply passionate advocates, can amplify the brand’s message and inspire others to join the community.
In Nigeria, where word-of-mouth recommendations hold significant weight, these community champions can be invaluable assets.
They urged brands to actively identify and cultivate relationships with these individuals, providing them with opportunities to share their expertise and connect with other members.
Reaffirming the importance of tribe and community, they however maintained that,online interactions alone are not sufficient to build a truly robust community, that brands must extend their engagement to the real world.
Ivan Moroke, the CEO, South Africa Kantar in his proclamation, urged brands to design for inclusion and identity.
Moroke’s assertion, serves as a clarion call for brands to recognize the nuanced desires of the next generation based on his observation as a research expert.
“These consumers value authenticity, originality, and a sense of community. They seek brands that reflect their own values and aspirations, brands that understand the psychographics that bind communities together, rather than relying on outdated demographic segmentation. It is a call to delve into the deeper layers of human connection, to understand the cultural touchstones that resonate with diverse audiences.”
He envisioned brands as catalysts for change, shaping the future by drawing inspiration from the rich tapestry of everyday life, culture, and history.
Muyiwa Aleshinloye, the Head of Publicis Media, CWAR and a marketing strategist’s perspective added another crucial dimension to this narrative, highlighting the imperative of data ownership.
He argued that brands must take control of their data to personalize interactions and build stronger relationships.
“Data is not merely about metrics; it’s about understanding the collective conversations and shared interests that shape community identity. What you start to see going into the future is that more brands will start taking ownership from responsibility for their data collection, their data analysis and then, bringing those data as actual insights or activating the data.”
He emphasizes the need for brands to engage in meaningful dialogue, moving beyond broadcasting messages to fostering personalized experiences that build trust and loyalty.
Consumers, he insists, want brands to speak to them in a personal way, to understand their individual challenges and offer tailored solutions based on their unique data.
Franklin Ozekhome, a seasoned strategist and co-founder of Maskvrade, took the concept even further, advocating for brands to transcend mere storytelling and create immersive experiences that engage consumers on a deeper level.
He believes that brands should reconnect with thriving communities by focusing on human emotions and diverse interests, including cosmic travel, mythology, fashion, sensuality, and Afro-futuristic art.
Boldly stating that culture is the true king, the passionate pop culture activist is a strong believer that culture is the force that shapes content and gives it meaning.
He urged brands to move beyond transactional relationships and cultivate cultural experiences that foster a sense of belonging.
In this age of digital communities, brands must remember that true community-building transcends algorithms and social media metrics.
It requires a human touch, a genuine desire to connect with people on a deeper level. Brands can achieve this by embracing co-creation and collaboration, inviting consumers to participate in the creation of products and experiences
“As long as they are telling the stories themselves whether you like it or not, they’re engaging.
“In fact, you have to meet creators now to tell you how to run your brand whereas you are supposed to be professional. So if they are living it, why not lives the experience rather than telling, telling doesn’t do anything.”
As these thought leaders have demonstrated, the power of brands lies not in their ability to sell products, but in their ability to inspire, connect, and transform.
They unanimously agreed that the future of community-building by brands is not about broadcasting messages, but about shared experiences, fostering genuine connections, and empowering people to co-create their own narratives.
Brands that embrace these principles will not only build loyal communities but also become catalysts for positive change
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