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Why the power of communities is profound for brands and our social fabric

Keko Dubai's Patrick Pesch and Alberto Rader discuss why brands must understand the dynamics of communities and actively participate in them.

From left, Alberto Rader, Executive Creative Director, Keko Dubai, and Patrick Pesch, Managing Director, Keko Dubai on the need for brands to partner with communitiesFrom left, Alberto Rader, Executive Creative Director, Keko Dubai, and Patrick Pesch, Managing Director, Keko Dubai.

In today’s competitive market landscape, where every brand is trying to stand out, strong and vibrant communities can make all the difference.

Because a brand’s community goes beyond just connecting with customers — it’s about building meaningful relationships that make people feel valued and understood.

This authentic engagement not only sets you apart from competitors but also strengthens your brand’s reputation. Ultimately, it leads to more than just loyalty. It becomes a lifestyle. 
Turning customers into ambassadors
As a communications agency, we truly understand the magic of building brands through their communities. When a brand creates meaningful relationships and offer


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.