I started we are forum in 2020, after more than a decade in marketing and social media roles in various London agencies. During that time, I worked with several fashion and beauty clients, experiencing first hand the challenges they faced. It has never been easier to start a brand and while barriers to entry are low, these markets have become competitive battlegrounds. New brands are launching every day, from self-funded independent labels to celebrity-sponsored ventures. Consumers have an endless supply of choices available to them and have become more selective and discerning. Their expectations go beyond a good product and good customer service. They have learned to see through once dependable marketing tactics and have become permanently ad-saturated.Quality and price no longer represent the ultimate deciding factors, and with acquisition costs at an all-time high, not even the size of a brand’s marketing budget is a guarantee of success. For brands to cut through they need to go beyond the transactional. Post-pandemic, community has become key to consumers. Brands that put their customers front and centre, facilitating connection and giving them a sense of belonging, are the ones most likely to thrive. I know that this approach comes with its own set of challenges, which is why I help brands bring to life community flywheels that bring real value to the business and its most dedicated advocates. I don’t believe in the old agency model and work directly with founders, marketing teams and other key stakeholders, offering specialised guidance through flexible support. I want to build brands with impact, by helping them harness the power of community, in ways that fit their needs.