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Brand Communities and Consumer Tribes

Brand Communities and Consumer Tribes

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Date: Thursday, June 1, 2017 Time: 07:45 – 09:15 Location: Gusto, 16 Bothwell Street G2 6NU



In today’s technology driven world power has shifted from companies to customers, therefore brands need to flow through multiple technologies. Every brand is a running narrative, a story-in-progress whose hero is the customer.

The best customer experiences are achieved when an emotional connection is created. When a customer is truly engaged with a brand, they enrol in the tribe.  With membership comes increasing loyalty, escalating repurchase habits, and an emotional attachment that goes far beyond patronage.

Our June speaker is Claire Dunning, co-founder of branding and marketing agency Creating Sparks. Claire, past president of Glasgow Chamber of Commerce is also one of Scotland’s top marketing professionals; fellow and past Vice Chair of the Chartered Institute of Marketing.

Claire will look at how to focus on experiences rather than brand features, how to evoke emotional meaning, engage with tribes and cast customers as the most important participants.