According to McKinsey, the “big idea” in 2020s marketing is community—reaching consumers in the communities they are a part of and helping them express community membership by participating in your brand.
"Brands that excel at this use five reinforcing techniques—know your communities, make your brand story talkable, zoom in on hero products, fuel the conversation across channels, and make transactions effortless—to encourage the development of a community flywheel."
McKinsey states: "This methodology is well suited to the fast feedback cycle of cross-functional agile teams and doesn’t require extensive marketing technology investment ahead of demand; it thereby enables rapid growth, provides high return on investment at low risk—and encourages energized, high-performing teams."
Read more here: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/a-better-way-to-build-a-brand-the-community-flywheel?
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