Category: COMMUNITY

  • The Business of Belonging

    The Business of Belonging

    — by

    Calvin Buthelezi
    in
    9–14 minutes

    In South Africa, community has rarely needed a brand to exist. That makes our market an interesting lesson in what businesses get wrong when they try to manufacture belonging instead of earning a place inside it.

  • Why Brands Need to Understand Fandom

    Why Brands Need to Understand Fandom

    — by

    Zukanye Sihlobo
    in
    7–10 minutes

    Loyal customers buy from you. Fans do something different: they talk about you, identify with you, bring other people in and often build culture around what you make. For brands, understanding fandom means understanding what happens when a product stops being merely useful and starts meaning something to people.