The future of marketing is coalition building

“Community” is now a buzz word that we hear thrown around a lot in marketing.

Every brand suddenly wants to build a community as they believe it will lead to more growth. The issue is, not all brands should have communities, and very few communities actually provide value. I believe the future of marketing is actually “coalition” building. Not every brand needs to have a community of its own, but rather brands will start to align with other communities to build an amplification network for the causes and subjects that will collectively empower them. Now more than ever responsible marketing and impactful businesses will be the center of the conversation.

2021 will also start to see the outcome of COVID-19’s impact on the marketing industry.

It will start with the rise of the independent. With brands cutting their expensive agencies and seeking new solutions, COVID-19 only accelerated trends that were already heading in this direction. I believe that as brands seek new agencies in 2021, independent studios and owners will be prepared to throw their hat in the ring alongside the heaviest hitters in the market. There is a massive “unbundling” coming in our industry which will likely look and feel a lot like the rise of small D2C brands after the 2008 financial crisis and the second wave of e-commerce technology that followed.

Rachel Renock
Rachel Renock

Rachel Renock is the Cofounder and CEO of Wethos. A former advertising creative working across big brands like Covergirl and Hershey, Rachel Renock quit her agency job at 25 in pursuit of more meaningful work. She teamed up with her now cofounder Claire to build technology that helped them scale their own independent studio to $1.4M in revenue in just 18-months, software that’s now known as a Wethos Virtual Studios. Since its founding in 2016, Renock has raised over $12M in VC funding and has been featured in Forbes, TechCrunch, Business Insider and the New York Times in pursuit of her mission to put more money into the pockets of independents everywhere.