Community is a massive buzzword these days but the hype is warranted. The impact a community has on defining your brand can’t be understated. Francisco and I discuss community in trail running specifically. This was a wildly insightful conversation. Here’s the summary with just some of the interesting points discussed.

* Community Building in Trail Running:

* Challenges of building a global trail running community due to its scattered and local nature.

* Importance of brands going beyond product sales to create a lifestyle and mindset.

* The difference between building community and marketing to an audience is the shift from a one-way (brand to audience) to a two-way (brand and community) communication model.

* The role of brands is enabling community interaction rather than controlling it.

* The change in business mindset needed to value community beyond a marketing tool.

* Brand-Led vs. Endemic Communities:

* The effectiveness and authenticity of brand-led run clubs and crews.

* The differences in feedback loops between brand-led and community-based run crews.

* The role of partnerships between brands, and existing run crews.

* The difference between media led communities, and product led communities.

* Regional Community Dynamics:

* The nuances of community interactions in different European countries.

* The importance of language and cultural sensitivity in community management.

* The use of tools like ChatGPT to facilitate communication across language barriers.

* Future of Community:

* The increasing value of in-person interactions in a digital world.

* The potential of creator-led brands.

* The "keep it real" strategy in an AI-driven world.

* Community becomes a business strategy, not just a marketing tool.

* The idea of a commitment curve, and the onboarding process.

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