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Playback: Community by Design: How Brands Build Loyal Audiences Through Purpose and Connection
January 22, 2026
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The strongest brands are building communities, not just audiences, and those communities drive loyalty, advocacy and growth. 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.
What You'll Learn in This Session:
- What brand community means in 2026
How communities differ from audiences and why it matters now.
- Purpose that creates advocacy
Turning shared values into genuine participation and loyalty.
- Balancing commercial goals with authenticity
Where brands get it right and where it can go wrong.
- Lessons from real community-building programmes
What has worked, what has not, and what they would do differently.
- Measuring impact
Engagement, retention, lifetime value and practical signals of momentum.
- The role of content, ambassadors and owned platforms
How brands build belonging through channels they control.
🎙️ Connect with our Speakers:
- Matt Shotton, Head of 247, Represent. LinkedIn
- Arafa Heneghan, Director Brand, AO. LinkedIn
- Helen Hope, ex-Frasers Group and N Brown. LinkedIn
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