Community-first Brands

Introduction to the Triple Sphere Hiking Club, a brand that emerged from a community rather than creating a community around a product.

Personal anecdote about Deru, a Munich retail shop that closed and transformed into a community-focused entity.

Discussion of how some consumers prefer socially valuable products over functionally superior ones (e.g., Stone Island vs. Nanamica).

Introduction to Bandit, a company that built products around an existing community, challenging traditional brand-building approaches.

Highlight of Bandit's unique features, such as offering membership and selling products from other brands at a discount.

Reference to David Fischer's (founder of Highsnobiety) comment about a brand having more communication experts than fashion designers.

Reflection on how brands are increasingly focusing on meeting people's needs for identity and communication rather than just selling products.

Observation that this trend is particularly relevant for certain generations and demographics.

Suggestion that this approach to branding and community-building is likely to be a recurring theme in future explorations.