Branding for Community Building

Course content (6 lessons)

In this lesson, Jean-François Bouchard shares how he defines a brand. He explains that you don’t need to be the loudest (or have the most money for advertising), you need to to hone your ability to develop and engage your community to create a legendary brand.

[MUSIC PLAYING] JEAN-FRANCOIS BOUCHARD: Fundamentally a brand is the expression of a culture. And I know a lot of people would not frame it this way but-- and historically I'm not sure this was true-- but moving forward that's what a brand has to be. It used to be that brands that yelled the loudest, brands that spend the most money could buy their way into greatness.
This is no longer true. And when I was saying earlier that a brand should be the expression of a culture, that means that there is no longer shortcuts and you need to really be extremely thoughtful in identifying your beliefs, your values, and sharing that with-- I even resist calling consumers, consumers these days.
I'd rather call them a community. And this is what it's about now. It's about understanding who is your community and what values you have in common with that community. That's how it should be approached. And the least money you have, the more you should be thinking in those terms. [MUSIC PLAYING]

Branding for Community Building

Course content (6 lessons)

Module 1: Transformation or Extinction

01 |Module 2: The Consumer is the Medium

02 |Module 3: Consumers Aren't Just Consumers