But inviting people in doesn’t have to focus on the exclusive. Many brand experiences recognize the importance of being community-first and giving back. This resonates especially with younger generations that are increasingly suspicious of marketing communications. For example, Nike’s Pigalle Duperré basketball court has turned an unassuming patch of Paris into a vibrant, ever-changing community hub. Body Shop’s new Battersea store in London offers a community space and workshops, teaching visitors about the brand’s activist heritage.
Brand experiences that give back, connect people or offer an opportunity to learn create a deeper loyalty and affinity.
The brand homes of old were often mere museum spaces with facts stuck to the wall and dusty timelines. The brand homes that understand their unique role, on the other hand, offer a deeper level of transparency and authenticity. House of Vans doesn’t tell visitors of its provenance but invites them to experience the culture the streetwear brand helped create. Car manufacturer Rivian’s collection of spaces houses resources like libraries and playgrounds to create a community around the electric car brand.
These brand homes offer entertainment in a world wracked with challenges, and the opportunity to co-create in an era hungry for content. They use digital tools to enable and enhance, not to merely dig for data. And, done right, they get people to return again and again, forging a lifelong link.
It’s this vision that’s needed to connect with today’s consumers in a more meaningful way. It’s time that marketers recognize this shift and put the brand home at the heart of their strategy rather than treating it like an optional add-on.
