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Brands don’t create communities: How the new context of community marketing fuels growth

October 29 @ 1:00 pm - 2:15 pm


Humans have a natural need to belong. Brands that understand this and successfully attach to naturally forming communities can achieve greater marketing effectiveness- and is where community marketing takes the stage as the 3rd marketing revolution. Drawing on Sid Lee’s expertise in nurturing community for brands like The North Face, the Toronto Raptors and TikTok, alongside their research into why and how communities form today, this workshop is designed for progressive marketers looking to understand the new context for belonging and how to tap into it to power business and organizational success.

Key takeaways:

  1. Gain insight into the dynamics and contributing factors of some of the strongest communities in North America, and why people belong to them.
  2. Learn new ways to stimulate network effects within communities based on the core concepts of human belonging, and how to use these as levers to improve belonging and connection.
  3. Discover how a new metric for marketers allows them to actually measure a brand’s strength of attachment


October 29
1:00 pm - 2:15 pm
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