<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16e136d6fe04ed2aaac27d_represent-247-x-puresport-run-club.webp" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">Community by Design: How Brands Build Loyal Audiences Through Purpose and Connection</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>22 January 2026</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Thu, 22 Jan 2026 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="" src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16e13662fd6355e57bbe05_7200abb6.webp"></div> </figure> <div class="gn-reveal"><div data-rt-embed-type='true'><div style="max-width:900px; margin:0 auto; line-height:1.65; font-size:16px;"> <!-- EVENT META --> <div style="margin: 0 0 18px 0;"> <div style="display:flex; align-items:flex-start; gap:10px; margin:0 0 10px 0;"> <span style="width:22px; display:inline-block;">📅</span> <div><strong style="color:#45ac62;">Date:</strong> Thursday 22nd January 2026</div> </div> <div style="display:flex; align-items:flex-start; gap:10px; margin:0 0 10px 0;"> <span style="width:22px; display:inline-block;">🕒</span> <div><strong style="color:#45ac62;">Time:</strong> 09:00am to 10:00am (UK time)</div> </div> <div style="display:flex; align-items:flex-start; gap:10px; margin:0 0 10px 0;"> <span style="width:22px; display:inline-block;">💻</span> <div><strong style="color:#45ac62;">Format:</strong> Virtual brand panel on Microsoft Teams</div> </div> <div style="display:flex; align-items:flex-start; gap:10px; margin:0;"> <span style="width:22px; display:inline-block;">🎙</span> <div><strong style="color:#45ac62;">Host:</strong> Dominic Wren, Head of Brand Partnerships, The GO Network</div> </div> </div> <hr style="border:0; border-top:1px solid #333; margin: 18px 0 22px 0;"> <!-- TITLE + ONE-LINER --> <h2 style="margin: 0 0 10px 0; color:#45ac62; font-size:24px; line-height:1.25;"> Community by Design: How Brands Build Loyal Audiences Through Purpose and Connection </h2> <p style="margin: 0 0 14px 0; font-size:18px; font-weight:600;"> A practical panel on how community thinking turns customers into advocates and drives long-term growth. </p> <!-- OVERVIEW (TIGHT) --> <div style="max-width:780px;"> <p style="margin: 0 0 14px 0;"> Consumers want connection and authenticity. The strongest brands are building communities, not just audiences, and those communities drive loyalty, advocacy and growth. </p> <p style="margin: 0 0 14px 0;"> In this live panel, senior brand leaders will share what authentic connection looks like in practice, how to balance purpose with commercial goals, and how to measure community-led impact. </p> <p style="margin: 0;"> Expect clear examples, honest lessons, and takeaways you can apply in 2026. </p> </div> <hr style="border:0; border-top:1px solid #333; margin: 22px 0 22px 0;"> <!-- SPEAKERS --> <h3 style="color:#45ac62; margin:0 0 10px 0;">Panel</h3> <ul style="margin:0; padding-left:20px;"> <li style="margin:0 0 8px 0;"><strong>Matt Shotton</strong>, Head of 247, Represent. <a href="https://www.linkedin.com/in/matthew-shotton-2a4a5a20/" style="color:#45ac62; text-decoration:none;">LinkedIn</a></li> <li style="margin:0 0 8px 0;"><strong>Arafa Heneghan</strong>, Director Brand, AO. <a href="https://www.linkedin.com/in/arafaheneghan/" style="color:#45ac62; text-decoration:none;">LinkedIn</a></li> <li style="margin:0;"><strong>Helen Hope</strong>, ex-Frasers Group and N Brown. <a href="https://www.linkedin.com/in/helenhope" style="color:#45ac62; text-decoration:none;">LinkedIn</a></li> </ul> <hr style="border:0; border-top:1px solid #333; margin: 22px 0 22px 0;"> <!-- WHAT WE WILL COVER --> <h3 style="color:#0a79f9; margin:0 0 10px 0;">What We Will Cover</h3> <ul style="margin:0; padding-left:20px;"> <li style="margin:0 0 10px 0;"><strong style="color:#0a79f9;">What brand community means in 2026</strong><br><span style="opacity:0.95;">How communities differ from audiences and why it matters now.</span></li> <li style="margin:0 0 10px 0;"><strong style="color:#0a79f9;">Purpose that creates advocacy</strong><br><span style="opacity:0.95;">Turning shared values into genuine participation and loyalty.</span></li> <li style="margin:0 0 10px 0;"><strong style="color:#0a79f9;">Balancing commercial goals with authenticity</strong><br><span style="opacity:0.95;">Where brands get it right and where it can go wrong.</span></li> <li style="margin:0 0 10px 0;"><strong style="color:#0a79f9;">Lessons from real community-building programmes</strong><br><span style="opacity:0.95;">What has worked, what has not, and what they would do differently.</span></li> <li style="margin:0 0 10px 0;"><strong style="color:#0a79f9;">Measuring impact</strong><br><span style="opacity:0.95;">Engagement, retention, lifetime value and practical signals of momentum.</span></li> <li style="margin:0;"><strong style="color:#0a79f9;">The role of content, ambassadors and owned platforms</strong><br><span style="opacity:0.95;">How brands build belonging through channels they control.</span></li> </ul> <hr style="border:0; border-top:1px solid #333; margin: 22px 0 22px 0;"> <!-- FORMAT --> <h3 style="color:#45ac62; margin:0 0 10px 0;">Format</h3> <p style="margin:0 0 10px 0;"> A live, Q&amp;A-style panel discussion. Submit questions in chat throughout and we will bring them into the conversation. </p> <ul style="margin:0; padding-left:20px;"> <li style="margin:0 0 8px 0;">08:45 to 09:00: Speaker tech checks</li> <li style="margin:0 0 8px 0;">09:00 to 09:10: Welcome, setting the scene, panel introductions</li> <li style="margin:0 0 8px 0;">09:10 to 09:55: Panel discussion and audience Q&amp;A</li> <li style="margin:0;">09:55 to 10:00: Closing takeaways</li> </ul> <hr style="border:0; border-top:1px solid #333; margin: 22px 0 22px 0;"> <!-- CTA --> <h3 style="margin:0 0 10px 0;">Why Attend</h3> <p style="margin:0 0 10px 0;"> You will leave with sharper thinking on how to build belonging around your brand, clearer guardrails for authenticity, and practical ways to prove community-led growth. </p> <p style="margin:0; font-weight:600;"> Places are limited. Register now to secure your spot. </p> </div></div></div> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/playback-community-by-design-how-brands-build-loyal-audiences-through-purpose-and-connection" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Playback: Community by Design: How Brands Build Loyal Audiences Through Purpose and Connection</span> <span class="gn-related__excerpt">Purpose, shared values, and owned platforms drive real loyalty. 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