From transactional to aspirational

mathias coudert
1 min readNov 23, 2023

Moving a brand from a transactional focus to a cultural phenomenon is a progressive journey that involves three key stages: from transaction to community and finally to culture. Initially, the brand must shift from merely selling products to establishing a genuine community-oriented approach. This starts with defining the brand’s purpose and values beyond transactions, understanding the audience, and fostering authentic relationships. Incentivizing engagement help build a thriving community where customers feel a sense of belonging.

As the brand matures within the community, it can transition towards becoming a cultural phenomenon. This is achieved by going beyond the community’s interests and aligning the brand with broader social and cultural causes. Creating a movement that resonates with the community’s values empowers them to become brand advocates and ambassadors. By continuously adapting to changing cultural trends and maintaining a long-term commitment, the brand can successfully embed itself in the fabric of the community’s daily life, ultimately becoming a cultural icon that people identify with and embrace.

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