LOS ANGELES, CA – Dec 21, 2020 – The era of the internet caused a paradigm shift in the world of marketing, which by extension, affected how brands and consumers relate to one another. In the past, the predominant objective of business marketing was to expand audience. While this remains critical, building community around a brand is at least equally and perhaps more important than expanding audience in today’s business landscape.
Consumers have always been somewhat perturbed by the idea of the faceless and monolithic company or corporate entity. Accordingly, most companies have traditionally tried to downplay the aspects of their business that may contribute to this characterization by portraying themselves as personable and unassuming. The internet forced the business world to work harder at maintaining consumer interest and cultivating image in this way. Before the internet, the public were passive consumers of business marketing; today, most consumers actively seek out information about what they need or want. Frequently a business’ desired audience will find them, not the other way around. In other words, expanding audience is declining in importance because, in some sense, the audience is no longer captive. Conversely, building community around a brand enables businesses to command and maintain customers’ attention through shared values and ideas.
Companies with an online presence that appears unforthcoming or those that do not directly engage in an attempt to relate to the public often lose the attention of potential customers. One need only to look at the “Twitter beefs” of America’s fast-food giants to see this dynamic at play. Billion-dollar, multi-national corporations throwing shade about who has the best chicken sandwich; some may go out on a limb and call this disingenuous. Fortunately for the public, the internet empowers them to seek out and find genuine business and product centric communities no matter how niche the interest area.
Take, for example, the community of people interested in health and wellness products and narrow that community down even further to those interested in coffee alternatives. Without the internet, this community would probably find it difficult to satiate their wants and interests. Instead, these individuals can find community and the relatively niche product they seek with Venice Beach, CA based coffee alternative, MUDWTR.
MUDWTR has garnered support from tens of thousands of customers across the U.S. with their wholly organic product that increases energy and focus and contains 1/7th the caffeine of regular coffee. They have also cultivated a genuine online relationship with their customers based on shared interests and ideals that goes far beyond promoting the company’s signature product, Mud.
While operating on all major social media platforms, interested individuals can also engage with MUDWTR on their website. On the site, those interested can find a calendar of live events to join. Additionally, the company’s Trends w/ Benefits blog posts cover a diverse array of topics ranging from recipes incorporating Mud to philosophical musings about what makes someone smart or how adulthood changes one’s perspective of their hometown.
Based on the extent to which MUDWTR customers engage with the company and one another, MUDWTR has made the correct assumption that their customer base, and the company itself, share many of the same interests and beliefs. Modern consumers are far more intelligent and discerning than many in business marketing may think; and in the era of the internet in particular, it is easier than ever to identify when a company is being disingenuous. Companies like MUDWTR that have pride in their identity and product and have cultivated a community of like-minded people around these defining characteristics possess a sustainable model for success in 2020 and beyond.
MUDWTR™ is a coffee alternative consisting of organic ingredients lauded by cultures old and young for their health and performance benefits. With 1/7th the caffeine of coffee, Mud gives you natural energy, focus and more without the jitters and crash.