Discover how leading brands create marketing gravity through shared purpose, experiential orbits, and stakeholder empowerment. Learn to build lasting customer relationships in 2024.
Nov 13, 2024
In the ever-evolving landscape of digital marketing, content remains king. But in 2024, it's not just about creating content—it's about creating gravity. This concept of marketing gravity is revolutionizing how brands interact with their audiences, turning casual observers into loyal advocates. Let's explore how content can create this powerful force of attraction and how leading brands are leveraging it to great effect.
To generate true marketing gravity, brands must transcend traditional notions of value propositions and target audiences. The key lies in establishing a shared purpose that resonates deeply with stakeholders, positioning them as co-creators rather than mere consumers.
Patagonia: Adventure with Purpose
Patagonia has masterfully created gravity around its mission of environmental stewardship. Their "Worn Wear" program, which encourages customers to repair and recycle clothing, embodies their shared purpose of reducing environmental impact. This initiative not only aligns with their brand values but also engages customers in a meaningful way, turning them into active participants in the company's mission.
Airbnb: Belong Anywhere
Airbnb's mission to help people "belong anywhere" creates a powerful gravitational pull. Their "Live Anywhere on Airbnb" program, launched in 2023, allows selected participants to live exclusively in Airbnb listings for a year, embodying the brand's ethos of global citizenship and cultural exchange.
To transform purpose into profit, companies must design orbits that keep stakeholders engaged in ongoing relationships that transcend individual transactions.
Starbucks: The Third Place
Starbucks has perfected the art of creating an experiential orbit. Their mobile app, which integrates ordering, payments, and rewards, keeps customers in a constant loop of engagement. In 2024, they've expanded this orbit with their "Starbucks Odyssey" program, blending loyalty rewards with NFTs and exclusive experiences, creating a digital "third place" that mirrors their physical stores.
Peloton: Fitness Community
Peloton's orbit extends far beyond their exercise equipment. Their subscription-based model offers live and on-demand classes, creating a vibrant community of fitness enthusiasts. In 2024, they've introduced "Peloton Circles," allowing users to form small, accountability groups within the larger Peloton community, further strengthening the gravitational pull of their brand.
The most effective gravity-generating companies create ecosystems where stakeholders can generate their own gravity, attracting others into the brand's orbit.
Duolingo: Language Learning Social Network
Duolingo has transformed language learning into a social experience. Their 2024 update includes "Language Clubs," where learners can form study groups, compete in challenges, and share progress. By empowering users to create their own learning communities, Duolingo multiplies its gravitational force.
Roblox: User-Generated Gaming Universe
Roblox continues to be a prime example of a force multiplier in action. By providing tools for users to create and monetize their own games, Roblox has built a self-sustaining ecosystem. In 2024, they've introduced "Roblox Realms," allowing creators to build more complex, persistent game worlds, further enhancing the platform's gravitational pull.
As we navigate the complex marketing landscape of 2024, the concept of gravity offers a powerful framework for building lasting relationships with stakeholders. By focusing on shared purpose, creating experiential orbits, and empowering force multipliers, brands can create a gravitational field that not only attracts but retains and grows their audience.
The most successful brands of 2024 and beyond will be those that master the art of creating content that generates true gravity—content that doesn't just speak to an audience, but invites them into an ongoing, meaningful relationship with the brand and with each other.
Research:
Content Creates Gravity
Gravity Generators. To create a force of attraction, you have to go beyond thinking about value propositions and target audiences. Gravity originates in a shared purpose that is created with your stakeholders as co-creators, not just to or for them as consumers. Sephora, for example, creates gravity with a mission to “Beauty Together,” and relates to their customers as artists. Nike creates gravity with a mission to inspire the athlete in all of us, and relates to everyone as an athlete. Its saying is: “If you have a body, you are an athlete.”
Experiential Orbits. To turn purpose into profit, companies design orbits that keep customers (and other stakeholders) in an ongoing relationship beyond individual transactions, or orbit. Instead of using relationships to drive transactions, gravity companies embed transactions in relationships. Amazon’s Prime program is a sophisticated orbit, attracting members with a wide range of experiences, from shopping to ebooks to streaming media. Google and Apple have designed different kinds of orbits. Google’s orbit includes search, email, and maps; Apple’s has iTunes, Facetime, and the Genius Bar.
Force Multipliers. Companies competing on gravity create the equivalent of solar systems, with a shared purpose at the center and stakeholders in orbit around that purpose, like planets. But planets generate their own gravity. Your stakeholders’ networks are like moons around a planet. By helping them generate their own gravity, you attract others into your orbit. Vail Resorts does this with its EpicMix program, turning skiing into a social experience. Topgolf has done the same with its driving ranges. When you help people attract others, you become an even greater force of attraction.
Source: HBR - a good Digital Strategy Creates a Gravitational Pull - https://hbr.org/2017/01/a-good-digital-strategy-creates-a-gravitational-pull
