MemCast
MemCast / episode / insight
#brand-community2#customer-centricity2#emotional-marketing3
A strong community turns customers into brand ambassadors and drives repeat purchase.
  • Tira cultivated a 2.5 M‑strong Instagram community before launching, using surveys and focus groups to co‑create products.
  • Community members receive personalized communication (“bestie” tone) and exclusive content, fostering emotional attachment.
  • The community is anchored by a single emotion—pride in Indian heritage—which aligns all brand messaging.
  • This approach reduces reliance on paid media; word‑of‑mouth and user‑generated content become the primary acquisition drivers.
  • Brands that embed community in product development see higher NPS and lower churn.
BaktiNikhil Kamath01:01:12

Supporting quotes

Quote
01:01:12
“We had surveys that were written by 16,000 of my followers that really said everything. I had 13 focus groups before the brand even existed asking them what they care about.” — Bakti
Community research
Quote
01:01:50
“We call our customers ‘besties’. We talk to them, we keep the conversation going. It's not just a transaction, it's an ongoing relationship.” — Bakti
Community tone

From this concept

Community‑First Branding: The Engine Behind Loyalty

Building a tribe around shared values, emotions and cultural identity creates a defensible moat. Community is more than a marketing channel; it’s a product‑development feedback loop and a source of organic growth.

View full episode →

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