Community-building is powering everything from product innovation to commerce platforms. In this episode we dive into how to build a community and how to do it with authenticity. Plus: how did Kanye West's Yeezy brand shape the entire footwear industry in just 5 years?

Adidas cracks the Global Top 100 Brands 2018 list.

Nike remains on the list at #29.

According to Phillip, Nike is setting the stage for where footwear should be but is Adidas's app changing the buyer experience?

Phillip almost buys Adidas after Nike sneaker sells out in 31 minutes.

Adidas app seems to allow for a unique user experience, while Nike just seems like a responsive website.

Does Adidas's unique approach to customer engagement mean they will pull ahead of Nike?

Kanye's "Yeezy" changed the footwear game forever.

Yeezy's used to be a luxury product, but production is ramping up to over a million pairs for the upcoming sneaker.

Kanye West's ability to be a content creator and foster community is unparalleled in the sneaker industry.

Yeezy is the brand other brands love to copy.

Brian is definitely a Kanye West fan.

Reddit becomes the third most-used website behind Amazon and Youtube.

Reddit surged ahead and surpassed Facebook.

Facebook users seem to be all about engaging with Facebook and known social contacts.

Reddit users create distinct communities and engage in community-based conversation.

Commerce works in a similar structure to Reddit in terms of engagement: sharing experiences and sharing ideas.

Magento is a great example of a "commerce-based community."

Early adopters of the web self-organized into enthusiastic communities like dial-up BBS.

Phillip realizes he may, in fact, be older than Brian.

Former Payless shoe rep built XO communications by installing dial-up services in Payless stores and is successful because he focuses on community rather than company building.

Throughout the 90's and early 2000's, companies like Microsoft and Google follow this path as well.

Everything comes down to community building: where products are sourced, how they are made, and the ethics of the process.

Don't try to control the conversation or the message.

Tell a story as a brand that fosters conversation.

Let users engage in the conversation, and listen to feedback.

Always be open to change and adaptation.

King of Pops makes popsicles popular by setting up shop at every music festival in Atlanta in 2018.

King of Pops create community and conversation at their popsicles stands.

The Bitter Southerner an online opinion magazine gives a voice to opinionated southerners sick of being caricatures, with related apparel.

Wearing Bitter Southerner apparel opens up conversations about real "southern values", and allows for community building.

The future of branding is all about having conversations.

Retail tech is moving fast, and Future Commerce is moving faster.