The 21st century marketer’s challenge is to engage with communities relevant to his brand. If he manages to engage in an authentic way -with as much passion for the community as I have- hewon’t even need to give me his sales pitch. I will be drawn to his brand.

Just like how Instagram became the ultimate symbol of ‘hipsterdom’ or how Red Bull became the face and backbone of the extreme sports culture.

It’s time for marketers to identify relevant communities, understand them, participate and become a passionate member.