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Targeting taste communities
When we shift our focus from an individual to their network of relationships, we start asking different questions: how the communities an individual belongs to are structured; what is their dynamics; how the influence spreads within them; who are the most active and/or valuable members. This shift reveals not our inferred, but our actual taste.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
When we shift our focus from an individual to their network of relationships, we start asking different questions: how the communities an individual belongs are structured, what is their dynamics, how the influence spreads within them, who are the most active and/or valuable members. This shift reveals not our inferred, but our actual, taste.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
At the moment, radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Post-individual collectives: In an era of individualism, how many followers you have is the key social indicator. In an era of post-individualism, it’s what groups you’re a part of that matters. The individual isn’t erased, it’s supported and strengthened by aligning with others. As more of our social and inner lives are lived online, internet-base... See more
Yancey Strickler • The Post-Individual
Communities look different than they did 50—even 20—years ago. They are organized around businesses and brands and providing profound opportunities for companies around the world.
Jeffrey Bussgang • When Community Becomes Your Competitive Advantage
Marketers should be obsessed with communities, not just fret about how to market to an impossible number of individuals.
Douglas Atkin • Amazon.com. Spend less. Smile more.
Thanks to the Internet, products across categories are now more susceptible to trends than to individual preferences. It’s easy to blame algorithms for the sameness of our taste choices, but the real culprit is us. Humans use social signals to quickly orient themselves in the world. On a daily basis, we actively classify one another by lifestyle, v
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Our tastes are ever more niche. We gravitate towards communities and brands, or both, that cater to our niche tastes. Tracksmith, Telfar, Crown Affair or FatherFoods are some of the examples. In this micro-taste communities’ landscape, mass fashion brands come across as too generic and superficial. The winning growth strategy instead is to go deep ... See more