Hello,
As I type this, I’m gearing up to attend Cannes Lions in the south of France! Euro summer is officially here, and if you know anything about the marketing and brand world, you already know what this festival means.
Every CMO, creator, founder worth knowing is going to be there. The conversations that happen in the south of France this time of year don’t show up in a recap email. They happen over dinner, at private gatherings where phones aren’t allowed and real business gets done.
And that’s exactly what I want to talk about today… the importance of being in these private groups.
The Thing Nobody Admits They’re Craving
We live in a world that is more connected than ever and somehow… lonelier than ever. People have thousands of followers and nobody to call. They’re in every group chat and still feel like they don’t belong anywhere. And underneath all of it is one very simple, very human need: to find connection.
Not just any people. The right people.
People who think like you, build like you, care about the same things you do. This is why niche communities have become one of the most powerful forces in culture right now. Not because they’re trendy, but because they’re filling a gap that mass social media never could.
The Clubs Doing It Right
- Hampton — A members-only network for founders and operators. The entire value proposition is that everyone in the room is building something real.
- Soho House — Built around creative professionals. The curation isn’t just about net worth, it’s about identity. You belong because of what you do and how you see the world.
- San Vincente Bungalow — One of the most exclusive clubs in Los Angeles. No social media allowed inside. The scarcity and privacy are the product.
What all three have in common is intentional curation. They are not trying to be everything to everyone. They are trying to be the exact right thing for a very specific person. And that specificity is what makes members feel like they’ve finally found somewhere they truly belong. The velvet rope isn’t about keeping people out, it’s about making the people inside feel seen.
What Brands Can Actually Learn From This
- Tap into existing communities — approach community organizers and ask one simple question: how can we make your event or experience better? Come with resources, not just a logo.
- Become an audience ownership partner — align with communities whose members match your target customer. Their trust in the community transfers to you.
- Use brand incentives thoughtfully — exclusive giveaways, access, or experiences that feel native to the community, not dropped in from the outside.
- Advertise where the attention actually is — niche communities have deeply engaged, highly specific audiences. The conversion rates in these spaces embarrass traditional media buys.
- Let word of mouth do the heavy lifting — when you add real value to a community, the members become your best campaign. No ad spend required.
The brands winning right now aren’t the loudest ones. They’re the ones showing up in the right rooms.
The Bigger Picture
Community is not a marketing channel. It’s a human need. And the brands, founders, and creators who understand that, and can invest in real connection + curated environments, are building something that no algorithm can replicate.
Find your room. Add value before you ask for anything. And never underestimate the power of being in the right place with the right people.
WHAT’ HOT
- Nike vs. Adidas: Who had the better World Cup Campaign? Both seem blockbuster in terms of talent and budget spent!
- How intent over consistency can help you grow: CEO of IG shares what actually gains more traction on your content.
- The new era of Hollywood is upon us!: YouTubers are breaking the box office!
Thanks for reading this week’s letter! See you in the next one. 😊
– Benni
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