Are You Trying to Create Your Own Tribe?

I used to work for Beyonce and I ran digital strategy for her way back when. We tried to build this community for her and it failed miserably. You take a brand like Duracell, who's our client, right? They make alkaline batteries. But why do they do that? Because they believe they even invested and obsessed with helping people get more. Those are our people. So as a brand activating them who see the roadway they do, because they where we do rather, they become activists.