Discover the Power of Genuine Community Connection in BrandingDiscover the Power of Genuine Community Connection in Branding
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Jaclyn Blute
pro
• May 18
Most audience research is extractive: Identify the segment. Determine its value. Craft the message. Measure the conversion. Ultimately, the community is a means to an end.
There's a different model — one that asks what a community actually needs, and where the genuine overlap is between that and what a brand can honestly offer. Not manufactured alignment. Real intersection.
The difference isn't just ethical; it's strategic. People who feel genuinely seen don't just buy from you. They advocate for you, and they bring their communities with them.
LGSM figured this out in 1984 with a bucket collection outside a bookshop. The miners showed up to Pride the following year with their banners.
That didn't start with a targeting algorithm, just like genuine audience connection doesn't start with a user persona.
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