Saved by Keely Adler and
Brands want to be more than your friend. They want community.
Building Brand Communities: How Organizations Succeed by Creating Belonging
amazon.com

People are looking for more meaningful narratives and communities than brands can offer, and companies want to supply this “meaning demand”—but are structurally disincentivized to do so.
Toby • Life After Lifestyle
The Internet Didn’t Kill Counterculture—you Just Won’t Find It on Instagram
documentjournal.comdocumentjournal.comThe goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.