Elevating Community Building to Drive Meaningful Growth

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.

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The views and opinions expressed are those of the speakers and do not necessarily reflect those of TCMI, Inc. or its affiliates (“TCV”). TCV has not verified the accuracy of any statements by the speakers and disclaims any responsibility therefor. This interview and blog post are not an offer to sell or the solicitation of an offer to purchase an interest in any private fund managed or sponsored by TCV or any of the securities of any company discussed. The TCV portfolio companies identified, if any, are not necessarily representative of all TCV investments, and no assumption should be made that the investments identified were or will be profitable. For a complete list of TCV investments, please visit www.tcv.com/all-companies/. For additional important disclaimers regarding this interview and blog post, please see “Informational Purposes Only” in the Terms of Use for TCV’s website, available at http://www.tcv.com/terms-of-use/.


TCV Welcomes Neil Tolaney as General Partner

Menlo Park, CA – March 9, 2020 — TCV is delighted to announce that Neil Tolaney — a seasoned investor in the consumer internet, digital media, and subscription industries — has joined the firm as a General Partner. Founded in 1995, TCV has invested over $13 billion in more than 350 technology companies in both consumer and enterprise industries. Neil was actively involved in a number of those investments, including Facebook, AppNexus, Minted, and Prodege, when he was with the firm from 2011 to 2013.

Neil returns to TCV bringing a combination of investing and operating experience in consumer technology. Most recently, Neil was a Deal Partner at Francisco Partners, where he focused on growth equity and buyouts of consumer internet assets. As an operator, Neil was managing director of PersonalizationMall.com, an e-commerce direct marketer and category leader of personalized gifts (acquired by Bed Bath & Beyond); prior to that he directed strategy development at LegalZoom.com.

“We see tremendous opportunities in B2C investing and Neil’s background will be instrumental in helping guide our companies through their evolution into market leadership positions,” said Woody Marshall, General Partner at TCV. “Neil has built his career in the consumer internet sector, where experience really counts. Scaling high growth businesses requires differentiated pattern recognition, solid understanding of metrics and markets combined with conviction and alignment with management teams. To all of these Neil adds genuine empathy for everyone involved in the growth journey.”

Over the last six years, TCV’s General Partners have had the opportunity to continue to work alongside Neil on shared boards among TCV portfolio companies.

Based on the broad scope of shared experience, values, and philosophies, we are thrilled to welcome Neil back to the investment team and look forward to his contributions as TCV embarks on its next 25 years of technology investing. 

The General Partners of TCV

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This letter is not an offer to sell or the solicitation of an offer to purchase an interest in any private fund managed or sponsored by TCMI, Inc. or its affiliates (“TCV”) or any of the securities of any company discussed. The TCV portfolio companies identified above are not necessarily representative of all TCV investments, and no assumption should be made that the investments identified were or will be profitable. For a complete list of TCV investments, please visit www.tcv.com/all-companies/. For additional important disclaimers regarding this letter, please see “Informational Purposes Only” in the Terms of Use for TCV’s website, available at http://www.tcv.com/terms-of-use/.