Building Next-Gen Brands as Communities

In today's rapidly changing world, people are seeking out places where they feel a sense of belonging. This trend has significant implications for how brands are built and how they engage with consumers. Accenture Research conducted an online focus group that revealed a majority of participants have tried new hobbies or joined new communities in the past six to nine months. This highlights the growing importance of communities in people's lives.

Three key developments are contributing to this shift towards community-first branding. Firstly, communities of belonging are being established on platforms such as Reddit, Discord, and Twitch. These communities bring together people with shared interests and provide a space for them to connect, engage and support one another.

Secondly, token-gating is becoming increasingly popular, with exclusive access being reserved for "token holders only." This creates a sense of exclusivity and rewards those who are most engaged with a brand. This not only creates loyalty but also incentivizes brand participation.

Finally, collectibles such as digital art, autographs, and trading cards are becoming more prevalent. These items are unique and have a sentimental value, making them highly desirable for consumers. By offering collectibles, brands can create a sense of ownership and attachment to their products and services.

In conclusion, as the world becomes increasingly unstable, people are looking for communities where they can belong. Brands that embrace this trend and build themselves as communities first will reap the rewards in terms of loyalty and brand participation. With the convergence of communities of belonging, token-gating, and collectibles, the possibilities for next-gen branding are truly exciting.