Brands can (and in a lot of cases, should) be built around movements.
A purpose bigger than the products themselves.
Movements attract superfans – and as we all know, superfans make for RABID customers.
The MAGA crowd is a great example of this.
Those guys absolutely froth any form of Trump merch and will buy every new drop the moment it is live (would love to see the official numbers there)
On a local note:
Came across a rising New Zealand company that seem to be building a brand around their own movement.
I can imagine these guys will do very well in the coming years, despite being in what can be seen as a pretty competitive space with “tough to crack” consumers.
This brand is called Ugly Face.
Their movement summed up:
“Nobody looks pretty when they’re actually training hard”
This is music to the ears of a true gym junkie.
Someone who wants to show up, put the ugly work in, and fuel themselves with clean, honest supplements in the process.
No posing in the gym or trying to look good for IG clout.
Just good old fashioned, no BS training – with the right supplements to help recover.
This “movement” will serve Ugly Face well.
It’s relatable, relevant and very easy to promote to the gym market.
Remember:
People see beyond products.
In a lot of cases – they buy to support the movement.
It’s human nature to want to feel part of a tribe.
Build your brand around a collective purpose, and you’ll find it a lot easier to create a mob of lifetime buyers.
For a marketing team who can help you with this, click the link below:
Lachlan