#1 COLLECTIVE / SHARED
Definition: A group that shares in a brand experience, product or service and the bonding that comes from the collective interaction before, during or after being shared.
Brand Value: Belonging
Being part of something larger then yourself and participating in a movement or collective effort is a powerful motivator for brand adoption. SOULCYCLE has done a great job on evolving a long standing fitness activity (spinning) and transforming a standard membership into becoming part of a tribe of like-minded participants and sharing in the same collective experience together. Gucci has a nod towards this strategy in their recent campaign that recalls 1960’s counter-culture visuals, product development and copy which has reflects a distinct anti-establishment resonance.