Fostering Devoted Communities Is a Necessity for Lifestyle Brands

Not enough marketers are making an effort to know their consumers

Numerous arms joining together to create boxes; above the groups of four arms is a roof; symoolizes a community
Communities should be developed with care over time. Getty Images

The unicorn of brand success is when a prosaic product rises above its workday use and becomes a lifestyle brand.

@sml360 Susan Frech is co-founder and CEO of Social Media Link (SML).