--- title: "Participation: How The Many Builds Brand Relevance" url: https://stacklist.com/card/83d5d1cf-2000-4670-912b-ff01ac0e8371 source_url: "https://www.themany.com/participation" stack: https://stacklist.com/c/business/stack/921e4582-8dac-4786-aeaa-216391c8887c summary: "This content argues that brands must build relevance through participatory culture by inviting active engagement rather than passive consumption from their audiences. Participation drives loyalty, with engaged customers 50% more likely to make repeat purchases and 70% more likely to recommend brands to others." tags: "participatory-culture, brand-engagement, community-building, customer-loyalty, social-marketing, active-participation, brand-relevance" key_entities: "Harvard Business Review (organization), participatory culture (concept), brand relevance (concept), customer loyalty (concept), community engagement (concept)" classification: "reference" content_hash: "sha256:dcacbc0342b8aaf3048a955ec974452eed24781bcdcbb712501f6c44a8e4a1a6" acp_version: "0.2" token_counts_approximate: 410 visibility: public agent_accessible: true status: "final" --- # Participation: How The Many Builds Brand Relevance We build brand relevance for a participatory culture. Play Video If you’re thinking you can win with consumers today by only talking to them, and not with them, well, we might not be the agency for you. Simply put: We don’t do passive. We make work that people want to share, engage with and talk about. Work people want to participate in. Sure, we can talk social-first, non-traditional, above and below-the-line campaigns and funnels til we’re blue in the face. But to us, participation is bigger than any single platform. And communities believe in more than platforms, trends and RTBs. They believe in reasons to engage. They believe in topics to discuss. They believe in moments to connect. They believe in opportunities to share. Today, the most impactful way a brand can build long-term business success is to constantly invite participation from the communities it touches. To make them laugh scream yell clap cry grab a friend and share to make them feel something and then take action. It’s time to embrace the tidal shift that’s seen your audience move. from analog to digital from lay back and watch, to squad up and stream. from social display to more ways to play in social. True brand relevance isn’t built in isolation. It’s built through participation with many. And we are here to help. Loyalty Currency Impact Participation drives loyalty. Customers who are highly engaged with a brand are 50% more likely to make repeat purchases and 70% more likely to recommend the brand to others. sourced from Harvard Business Review