Marketing Against The Grain Every Business in the Future will be Community Enhanced with Greg Isenberg
Sep 20, 2022
Greg Isenberg, Co-founder/CEO of Late Checkout, shares his journey building community-driven products. He distinguishes between an audience and a community, emphasizing the importance of authentic connections in today’s marketing landscape. The discussion dives into how brands like Starbucks use token technology to enhance loyalty programs, and the future of consumer engagement in a digital world. Isenberg also highlights the role of community in navigating economic pressures through Web3 innovations, reshaping the way brands interact with consumers.
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Community-Based Products
- Community-based products, where the community is either the product or enhances it, are becoming increasingly popular.
- Examples include Clubhouse (community as product) and Bored Ape Yacht Club (community enhancing product).
Shifting Community Outlets
- Human beings' core needs haven't changed, just the outlets for fulfilling them.
- COVID shifted community interaction from IRL to online platforms like Facebook groups, coinciding with improved social technologies.
Rafa Cycling Club
- Rafa, a cycling apparel company, successfully integrated community with their product through the Rafa Cycling Club.
- This club provides physical clubhouses and events, fostering a sense of belonging and driving brand loyalty.