The Belong Effect
The Belong Effect is a Sid Lee research initiative that began with a simple hypothesis: communities can be a potent place for brands to engage. But why is that so, and how exactly might they do it?
We made it our mission to answer these questions—to understand what community is, how it functions in the modern emotional landscape, and how brands can harness this incredible power and potential. Above all, we wanted to understand what it means to truly belong.
Here's what we found:
And what this means for your brand
There’s massive potential for brands that authentically associate with communities. But a shift in mindset is necessary. Look at it this way: there is no such thing as a Nike community; there’s a running community that Nike participates in, and uplifts, but does not own. Successful brands shift from top-down communication to meaningful collaboration, participation, and co-creation. They build relationships that evolve, grow, and stand the test of time. They become part of the fabric of the community itself, nurturing it and making it stronger. And then, they use the network effect to spread the word, buying more authentic loyalty with fewer dollars.