Community building is the type of phrase that gets thrown around growth marketing so often it can seem like a box to check, rather than a strategic part of a comprehensive growth strategy. Still, there is a growing stable of modern brands that have created unique, vocal, loyal communities, and leveraged the power of those communities for incredible growth and success. Companies like Airbnb, Glossier, Peloton, and Twitter have all fostered community, and done so in different ways, without sacrificing on the primary goal of scaling a business.
In the latest episode of Growth Hacks, Katja and Kunal speak with Jonathan Mildenhall, the founder and Chairman of the strategic branding firm, TwentyFirstCenturyBrand, and former CMO of Airbnb. Jonathan recounts his experience with building modern brands that resonate with the communities they serve and explains how to build a strategic blueprint that allows companies to unlock growth in the areas they want to activate. He also gives us his playbook for building communities that can meaningfully drive growth, and why he believes community building has to come from the very top to be truly effective.
Here’s what you’ll learn:
- The four pillars of a modern 21st century brand that’s built to scale
- How to perform a deep analysis on your own company and create a strategic blueprint to activate on each pillar
- Specific strategies on building a community that can meaningfully drive growth and brand perception
- Why strategic community building has to come from the C-suite
- Lessons B2B marketers can take from B2C campaigns when it comes to eliciting an emotional connection
To hear more on this, settle in and press play.