Just selling stuff doesn’t cut it anymore. We’re looking for more than just products, but to connect with brands that really get us - that fit right into our lives like a nice cozy puzzle piece. And that means creating a corner in culture.

Imagine you’re at a packed market. There are tonnes of stalls and everyone is selling pretty much the same thing. But there’s this one stall that’s always buzzing. People are drawn to it because there’s laughter, music, and some really tasty freebies. They’re not just selling something. They’re giving off a whole vibe, a place where people feel they belong.

How do you get to be that stall?

• Find your people and talk their talk. And no, it’s not about genetics. Figure out who your ideal customers are, what they’re into, the memes they love, and how they chat. Drop the stiff business talk.
• Stand for something more than your product. People can’t connect with a logo. Show that you care about the stuff they care about - whether that’s the environment, social issues or cat videos.
• Don’t just push ads. Create experiences, throw events, start conversations. You want to be the place people think of when they think about your scene.
• Tell stories that touch the heart. Stories stick over stats. Share tales that make people laugh, maybe cry, or just think about life a little differently.
• It’s about earning your spot at the table, not kicking everyone else off it. Focus on real relationships, building a community, and being a brand that people actually want to stand behind. When you do that, you’re not just making a sale - you’re becoming a part of their world - and a brand they’re proud to show off because it feels like it’s part of them.