<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6a02fe290475b217bf4cd968_website-image-brand-event-69fdd68621e8a847026053.jpeg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title"><em>Playback:</em> 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>26 January 2026</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-body"> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What You'll Learn in This Session</div> <ul> <li><strong>What brand community means in 2026.</strong> How communities differ from audiences and why it matters now.</li> <li><strong>Purpose that creates advocacy.</strong> Turning shared values into genuine participation and loyalty.</li> <li><strong>Balancing commercial goals with authenticity.</strong> Where brands get it right and where it can go wrong.</li> <li><strong>Lessons from real community-building programmes.</strong> What has worked, what has not, and what they would do differently.</li> <li><strong>Measuring impact.</strong> Engagement, retention, lifetime value and practical signals of momentum.</li> <li><strong>The role of content, ambassadors and owned platforms.</strong> How brands build belonging through channels they control.</li> </ul> </aside> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Speakers</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Matt Shotton</span> <span class="gn-speaker__role">Head of 247 · Represent</span> <a href="https://www.linkedin.com/in/matthew-shotton-2a4a5a20/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Arafa Heneghan</span> <span class="gn-speaker__role">Director Brand · AO</span> <a href="https://www.linkedin.com/in/arafaheneghan/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Helen Hope</span> <span class="gn-speaker__role">ex-Frasers Group and N Brown</span> <a href="https://www.linkedin.com/in/helenhope" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> </div></div>