What do Lady Gaga and direct-to-consumer marketing have in common? The answer is a lot.

Building communities all starts with finding a common thread that brings people together. Experiences help define or typify what a community is all about. A community can be extremely close knit, yet very different when looked at on an individual level. But the commonality is that every community has a soul, and to tap into its soul in a meaningful way unlocks all its secrets.

Before joining experiential marketing agency MKTG INC as their Executive Creative Director two years ago, I worked extensively in the music industry. There, I learned an awful lot about musicians. No, not their hard-living lifestyles and jaw-dropping spending habits. I’m talking about their incredible sense of community and loyalty.

Via Fast Company.

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