<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6972561e2132d8cb09288feb_speaker%20slide.png" 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>22 January 2026</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-body"> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:33.802816901408455%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="33.802816901408455%" data-rt-dimensions="426:240" data-page-url="https://vimeo.com/1157272104?share=copy&fl=sv&fe=ci"><div><iframe src="https://player.vimeo.com/video/1157272104" title="Brand Panel Event - Community by Design - How Brands Build Loyal Audiences Through Purpose and Connection" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> </figure> <div class="gn-reveal"><div data-rt-embed-type='true'><div style="height: 1px; background-color: #ccc; margin-top: 10px; margin-bottom: 10px;"></div></div></div> <h3 class="gn-reveal"><strong>What You'll Learn in This Session:</strong></h3> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#01</span> <h3 class="gn-list-item__title"><strong>What brand community means in 2026</strong></h3> </div> <p class="gn-reveal">How communities differ from audiences and why it matters now.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#02</span> <h3 class="gn-list-item__title"><strong>Purpose that creates advocacy</strong></h3> </div> <p class="gn-reveal">Turning shared values into genuine participation and loyalty.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#03</span> <h3 class="gn-list-item__title"><strong>Balancing commercial goals with authenticity</strong></h3> </div> <p class="gn-reveal">Where brands get it right and where it can go wrong.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#04</span> <h3 class="gn-list-item__title"><strong>Lessons from real community-building programmes</strong></h3> </div> <p class="gn-reveal">What has worked, what has not, and what they would do differently.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#05</span> <h3 class="gn-list-item__title"><strong>Measuring impact</strong></h3> </div> <p class="gn-reveal">Engagement, retention, lifetime value and practical signals of momentum.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#06</span> <h3 class="gn-list-item__title"><strong>The role of content, ambassadors and owned platforms</strong></h3> </div> <p class="gn-reveal">How brands build belonging through channels they control.</p> </div> <div class="gn-reveal"><div data-rt-embed-type='true'><div style="height: 1px; background-color: #ccc; margin-top: 10px; margin-bottom: 10px;"></div></div></div> <h3 class="gn-reveal">🎙️ Connect with our Speakers:</h3> <p class="gn-reveal"><strong>Matt Shotton</strong>, Head of 247, Represent. <a href="https://www.linkedin.com/in/matthew-shotton-2a4a5a20/">LinkedIn</a></p> <p class="gn-reveal"><strong>Arafa Heneghan</strong>, Director Brand, AO. <a href="https://www.linkedin.com/in/arafaheneghan/">LinkedIn</a></p> <p class="gn-reveal"><strong>Helen Hope</strong>, ex-Frasers Group and N Brown. <a href="https://www.linkedin.com/in/helenhope">LinkedIn</a></p> <div class="gn-reveal"><div data-rt-embed-type='true'><div style="height: 1px; background-color: #ccc; margin-top: 10px; margin-bottom: 10px;"></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. Senior leaders share what works, what fails, and how to measure community mo</span> </a> </li> <li class="gn-related__item"> <a href="/articles/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">Community by Design: How Brands Build Loyal Audiences Through Purpose and Connection</span> <span class="gn-related__excerpt">Senior brand leaders share how purpose, authenticity, and owned platforms drive loyalty, advocacy, and measurable community-led growth in 20</span> </a> </li> <li class="gn-related__item"> <a href="/articles/playback-the-rise-of-purpose-driven-pr-communicating-your-brands-values" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Playback: The Rise of Purpose-Driven PR: Communicating Your Brand&#39;s Values</span> <span class="gn-related__excerpt">Three agency PR leaders share how to build authentic, values-led campaigns, overcome common pitfalls, and measure the real impact of purpose</span> </a> </li> <li class="gn-related__item"> <a href="/articles/you-cannot-manufacture-community-you-either-earn-it-or-you-do-not" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">You Cannot Manufacture Community. You Either Earn It or You Do Not.</span> <span class="gn-related__excerpt">Brands that fake community get reach. Agencies that understand shared values and consistent delivery build advocacy customers own, not brand</span> </a> </li> </ul> </aside>