Source: The Business of Fashion
Summary
Iris Ventures will publish “Beyond Community: How Brands Build Belonging” on Friday. The book argues that today’s consumers are seeking moments of transformation from brands. According to the publisher, the book explores how companies can create a sense of belonging among their customers. The publication is expected to provide insights on building brand communities.
Our Reading
The trend returns with a new name.
Brands are redefining their role in consumers’ lives. Luxury brands like Gucci and Louis Vuitton have been creating immersive experiences. The concept of community-building is not new, but the approach is evolving. “Beyond Community” suggests that transformation is the new goal. The book’s timing feels like a response to the growing demand for brand purpose and meaning.
Author: Evan Null
