Welcome to the Community
Confessions of a brand manager
Dispatch #2
Subject: Welcome to the Community!
Salutations!
Thank you for signing up to join our brand’s Community. We surely hope you didn’t provide us with your spam email, that would be very naughty indeed. It’s just that, we are building a Community of likeminded individuals, and as such, having your undivided attention is important.
You might be asking yourself “self—what the heck does this sneaker brand need to build a community for?” Well, we started this Community because we realized something mega important. When you buy our sneakers, you aren’t buying shoes, you are buying a sense of belonging. We all want to Belong after all. The old model of consuming where you give a company money in exchange for a product is simply barbaric. What are we, a whore? Let’s get to know each other better! We want to understand who you are as a person. We want to know about your favorite color, how many siblings you have, your sexual awakening, the thing that terrifies you the most in this world. We want to analyze how those neural pathways are arranged in that big dome of yours. What really gets those synapses firing?
The ultimate goal here is to decouple our profit from products entirely. You see, when we make products, it’s a doozy of a process and let’s face it, we have to pollute the earth! Yuck! We don’t want that and neither do you! Then we got to thinking…if our sneakers aren’t really about arch support and having something to strap to your feet so as to not get tetanus, but about telling the world you aren’t a crummy loser and in fact BELONG to a cool group of people—then let’s cut out the middle man!
No more products, just Community! We all win here! We stop making stuff so we save money, the planet is marginally less polluted, and you still get to Belong! All you have to do is pay a measly bi-annual premium membership fee (see fine print below) and you get unlimited access to the Community. We are building a Cultural Experience together.
Ask not what your brand can do for you—ask what you can do for your brand!
Sincerely,
Brand Management
Click here to unsubscribe