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Influencers, Tribes, and Brand Building with Wild Ventures
John Durant, founder of Wild Ventures, discussed influencers, tribes and brand building, noting that the word “influencer” has become overused.
“Generic distribution is not influence — just because something has followers doesn’t mean they influence followers,” he said.
According to Durant, a true influencer motivates their tribe to take action and combines established or mainstream authority with forward thinking and awareness of science-based research. Taking the position that A-list celebrities are “massively overrated” as influencers, he said brands should start by expecting zero from those types of relationships, which can come with or without a financial transaction, he added.
When it comes to dietary trends, the power of community shouldn’t be undervalued, Durant said, noting Weight Watchers as an early example of exploring a new diet backed by a community of supporters.
“You can build a multibillion dollar brand by getting people in a room together,” he said.
Recorded during NOSH Live Summer 2019.
Learn more about NOSH Live, a two-day conference for the natural food industry, at noshlive.com
“Generic distribution is not influence — just because something has followers doesn’t mean they influence followers,” he said.
According to Durant, a true influencer motivates their tribe to take action and combines established or mainstream authority with forward thinking and awareness of science-based research. Taking the position that A-list celebrities are “massively overrated” as influencers, he said brands should start by expecting zero from those types of relationships, which can come with or without a financial transaction, he added.
When it comes to dietary trends, the power of community shouldn’t be undervalued, Durant said, noting Weight Watchers as an early example of exploring a new diet backed by a community of supporters.
“You can build a multibillion dollar brand by getting people in a room together,” he said.
Recorded during NOSH Live Summer 2019.
Learn more about NOSH Live, a two-day conference for the natural food industry, at noshlive.com
