Community Marketing: How Individuals Build Movements That Matter
It’s not enough to run ads and hope they land. People want real, honest, meaningful connections. For challenger brands, that means thinking less about selling and more about showing up. The brands that are winning right now are building communities instead of customer lists.
At its core, community marketing goes beyond traditional advertising by creating genuine connections between brands and the people they serve. Community-focused approaches are a powerful way for challenger brands to compete with established players by building passionate, engaged audiences.
At Kulur Group, we've seen how strong communities form around remarkable individuals who bring people together through shared values and authentic engagement. These community builders create movements that drive meaningful change in their industries and beyond.
The Benefits of Community Marketing
For challenger brands, community marketing offers five distinct advantages:
- Trust Through Authenticity: Communities form around genuine connections, not sales pitches. When community members see real people leading with transparency and purpose, trust naturally follows.
- Cost-Effective Growth: Word-of-mouth spreads through community networks, reducing the need for expensive advertising campaigns. The enthusiasm of community members becomes your most valuable marketing asset.
- Deeper Customer Insights: Engaged communities provide ongoing feedback that helps brands refine their offerings and messaging. This direct line to your audience's needs creates products and services people actually want.
- Resilience Against Competition: Community members are both customers and advocates who stick with you through challenges and actively help you succeed against bigger competitors.
- Shared Purpose: Communities unite around missions bigger than products or services. When people feel they're part of something meaningful, their connection to your brand strengthens.
Effective Community Marketing in Action
Successful community marketing takes many forms, but certain approaches stand out:
- Value-First Content: Brands that consistently provide helpful resources build goodwill and establish authority. This might include educational webinars, skill-building workshops, or practical guides that address community needs.
- Peer-to-Peer Platforms: Creating spaces where community members can connect with each other—not just with the brand—builds stronger networks. Online forums, local meetups, and collaborative projects create these valuable connections.
- Recognition Programs: Highlighting community members' achievements and contributions makes people feel valued and seen. This might include spotlighting customer stories, featuring user-generated content, or creating ambassador programs.
- Open Dialogue: Brands that listen and respond thoughtfully build trust. Regular Q&A sessions, feedback loops, and transparent communication about company decisions show respect for community members.
Community Builders Making an Impact
Across every industry, there are remarkable individuals creating vibrant communities that transform their fields. These leaders understand that true community building requires authenticity, vision, and a genuine desire to serve others. Below are just a few examples of the people leading with purpose, turning ideas into action and building communities that leave lasting impact.
Education
Sharif El Mekki (Founder of Center for Black Educator Development)
As a former principal and veteran educator, Sharif El Mekki founded the Center for Black Educator Development to address the critical shortage of Black teachers in America's classrooms. His community-building approach connects aspiring Black educators with experienced teachers through mentorship programs, creating a powerful pipeline of diverse talent. El Mekki's work honors the historical importance of Black-led education while creating practical pathways for students to become educational leaders.
Carol Sutton Lewis (Founder of Ground Control Parenting)
Carol Sutton Lewis established Ground Control Parenting as a resource hub that supports parents raising Black and Brown children through evidence-based guidance and authentic community connections. Through her podcast, workshops, and curated content, Lewis creates safe spaces where parents share strategies, challenges, and celebrations around raising confident, culturally grounded children. Her approach blends professional expertise with personal experience, making complex parenting topics accessible while fostering genuine relationships.
Shennell McCloud (CEO of Project Ready)
Shennell McCloud scaled Project Ready from a local initiative into a powerful force in the community that empowers urban families to advocate for quality education and civic engagement. Under her leadership, the organization has registered thousands of new voters, trained numerous parent advocates, and created sustainable pathways for community members to influence education policy. McCloud's success comes from connecting immediate concerns like school quality with broader civic participation, helping families see themselves as essential contributors to systemic change.
Technology
Tope Awotona (Founder of Calendly)
Nigerian-born entrepreneur Tope Awotona transformed his frustration with scheduling inefficiencies into Calendly, a platform that now connects millions worldwide through simplified appointment booking. Beyond creating a billion-dollar tech company, Awotona has built a community of entrepreneurs through mentorship programs and investments supporting underrepresented founders. His approach to community building emphasizes solving universal pain points while paving the way for others to succeed in an industry where Black founders receive less than 1% of venture capital.
Stacy Brown-Philpot (Launched Black Googler Network)
As one of tech's most influential leaders, Stacy Brown-Philpot recognized the need for community among underrepresented professionals early in her Google career, launching the Black Googler Network as a model for employee resource groups across the industry. She later brought this community-focused leadership to TaskRabbit as CEO, creating economic opportunities for thousands of independent workers while fostering an inclusive company culture. Brown-Philpot's approach to community building combines corporate influence with personal commitment, consistently creating spaces where talent can thrive regardless of background.
Reggie Fils-Aimé (Former President and COO of Nintendo of America Inc.)
During his 15-year tenure at Nintendo of America, Reggie Fils-Aimé redefined fan engagement by connecting with gamers through candid, memorable presentations—earning him the affectionate nickname "The Regginator." Post-Nintendo, he continues to build community by mentoring students at Cornell University and sharing insights in his memoir, Disrupting the Game: From the Bronx to the Top of Nintendo, with aspiring business leaders from underrepresented backgrounds. Fils-Aimé's community-building success stems from his authenticity and willingness to be the visible, accessible face of organizations while creating pathways for others to follow his lead.
Non Profit
Tiffany Allen (Founder of Boss on a Budget)
Tiffany Allen created Boss on a Budget to transform financial education into an accessible, empowering community resource for women of color to build wealth regardless of their starting point. Her approach combines practical budgeting strategies with community support systems where members celebrate financial wins and work through challenges together. Allen's community-building success comes from making typically intimidating financial concepts approachable while fostering genuine connections among participants who share similar economic journeys.
Kimberly Bryant (Founder of Black Girls Code)
Kimberly Bryant launched Black Girls Code to address the glaring diversity gap in tech by creating supportive learning communities so that young girls of color can develop coding skills and tech confidence. She's built a movement that has reached thousands of students through workshops, summer programs, and after-school clubs that combine technical education with mentorship and belonging. Bryant's community-building approach transforms skill development into collective empowerment, creating pipelines of talent and networks of support that extend far beyond the classroom.
Mondale Robinson (Founder of The Black Male Voter Project)
Mondale Robinson established The Black Male Voter Project to engage often-overlooked Black male voters through community-based organizing that addresses their specific concerns and experiences within the political system. His approach rejects transactional engagement in favor of year-round community building that connects voting to tangible quality-of-life issues affecting Black men and their families. Robinson's work demonstrates how authentic community engagement can transform political participation rates by meeting people where they are with messages that resonate with their lived experiences.
Healthcare
Dr. James E.K. Hildreth (President of Meharry Medical College)
Dr. James E.K. Hildreth leads Meharry Medical College with a vision to expand healthcare access in underserved communities through education, research, and clinical care that addresses persistent health disparities. His pioneering work in HIV/AIDS research, combined with community-centered leadership, creates tangible pathways for students from diverse backgrounds to become healthcare providers who understand the communities they serve.
Dr. Valerie Montgomery Rice (President of Morehouse School of Medicine)
As the first woman to lead Morehouse School of Medicine, Dr. Valerie Montgomery Rice champions health equity through community-based research and education programs that address the social determinants affecting underserved populations. She has built extensive networks connecting medical students, healthcare providers, researchers, and community members to create sustainable solutions to persistent health challenges. Dr. Montgomery Rice's community-building approach emphasizes developing culturally competent physicians who understand that quality healthcare requires genuine engagement with the diverse communities they serve.
Dr. Joel Bervell (Host of The Dose podcast with The Commonwealth Fund)
Dr. Joel Bervell has emerged as "TikTok's medical mythbuster," building a community of millions by explaining racial disparities in healthcare through accessible, evidence-based content across social media platforms. Through his podcast and digital presence, he transforms complex medical information into engaging stories that educate both the public and healthcare professionals about biases in medicine and pathways to more equitable care. Dr. Bervell's community-building success comes from his ability to make challenging conversations about health disparities approachable while creating spaces where people from all backgrounds can learn, share experiences, and advocate for change.
Veterinary
Dr. Tierra Price, DVM, MPH (Founder of BlackDVM Network)
Dr. Tierra Price established the BlackDVM Network to address isolation and create visibility for Black veterinary professionals in a field where they represent less than 3% of practitioners. Her platform connects Black veterinarians, students, and technicians through mentorship programs, professional development opportunities, and genuine community support during every career stage. Dr. Price's community-building approach combines digital connection with in-person events that celebrate achievements while providing practical resources for navigating challenges unique to Black professionals in veterinary medicine.
Dr. Brittany Moore Henderson (DVM Director of Admissions and Recruitment, Mississippi State College of Veterinary Medicine)
Dr. Brittany Moore Henderson transforms veterinary education access through her role at Mississippi State, where she implements innovative recruitment strategies to build more diverse and inclusive veterinary classes. Beyond her official duties, she mentors aspiring veterinarians from underrepresented backgrounds, helping them navigate application processes and develop competitive candidacies. Dr. Henderson builds community and fosters supportive networks by creating pathways for overlooked students throughout their veterinary careers.
Dr. Niccole Bruno (DVM CEO and Founder of Blendvet)
Dr. Niccole Bruno created Blendvet to reshape veterinary medicine's future by providing resources and community connections for aspiring and current veterinary professionals from diverse backgrounds. Her innovative approach combines virtual coaching, in-person workshops, and peer networking to address barriers that have historically limited diversity within the profession. Dr. Bruno builds community by meeting practitioners where they are with practical support while advocating for systemic changes that make veterinary medicine more accessible and inclusive.
Financial/Professional Services
John Hope Bryant (Founder of Operation Hope)
John Hope Bryant founded Operation Hope to transform underserved communities through financial literacy education and economic empowerment programs that have served over 4 million individuals. His "silver rights" movement connects community members with financial institutions, creating pathways to homeownership, entrepreneurship, and wealth-building in areas traditionally overlooked by mainstream banking. Bryant builds community through his practical approach to financial inclusion, demonstrating how economic dignity serves as a foundation for stronger neighborhoods and more engaged citizens.
Carla Harris (Vice Chairman, Global Wealth Management and Senior Client Advisor at Morgan Stanley)
Carla Harris leverages her influential position at Morgan Stanley to create access and opportunities for underrepresented professionals through mentorship programs and her widely-shared "Pearls of Wisdom" that demystify career advancement strategies. Beyond her corporate role, she builds community through speaking engagements, books, and initiatives that connect aspiring finance professionals with the guidance and networks they need to succeed. Harris's community-building approach emphasizes authenticity and strategic relationship development, transforming individual success into collective progress within an industry working to become more inclusive.
Mellody Hobson (Co-CEO and President of Ariel Investments)
Mellody Hobson leads Ariel Investments with a commitment to financial literacy that extends far beyond managing the firm's $16 billion in assets to include educational initiatives reaching communities often excluded from financial conversations. Her approach to community building combines corporate influence with personal advocacy, creating programs that make investing principles accessible to everyone from schoolchildren to small business owners. Hobson's impact comes from her ability to translate complex financial concepts into actionable advice while using her platform to address systemic barriers to economic inclusion.
Leadership
Raphael Warnock (Georgia’s first Black senator)
As Georgia's first Black senator, Raphael Warnock builds community through policy initiatives and grassroots engagement that address economic inequality, healthcare access, and voting rights. His leadership approach draws from his experience as senior pastor of Ebenezer Baptist Church, where he cultivated community connections across diverse constituencies through shared values and common purpose. Senator Warnock's community-building success comes from his ability to connect policy discussions to everyday concerns while creating spaces where citizens feel empowered to participate in democratic processes.
Rashida Jones (MSNBC President and first Black executive to run a major TV news network)
Rashida Jones transformed MSNBC's newsroom by prioritizing diverse perspectives and community-centered storytelling that connects with audiences often overlooked in traditional media. Her leadership has expanded opportunities for journalists from underrepresented backgrounds while reshaping news priorities to include issues relevant to communities whose stories have historically been untold. Jones builds the media community through her commitment to authentic representation both on-camera and behind the scenes, demonstrating how inclusive leadership changes not just who tells the stories but which stories get told.
Dr. Wes Bellamy (Former Vice Mayor of Charlottesville, Va.; political science chair at Virginia State University; CEO of the Black College Invitational Championship, and a board member of 100 Black Men of America, Inc)
Dr. Wes Bellamy builds intergenerational community through his roles as political science department chair at Virginia State University, CEO of the Black College Invitational Championship, and board member of 100 Black Men of America, creating pipelines between education, civic engagement, and economic opportunity. His leadership during challenging times in Charlottesville demonstrated how community healing requires both policy action and genuine dialogue across different perspectives. Dr. Bellamy's community-building approach emphasizes youth empowerment and practical skill development, connecting immediate needs with long-term vision for more equitable and engaged communities.
Final Thoughts
The leaders spotlighted above share a common thread: authenticity, purpose, and genuine care for the people they serve. Their success shows that community marketing isn't just about gathering followers—it's about creating meaningful connections that make everyone involved feel valued and empowered.
For challenger brands looking to make an impact, these community-building principles offer a powerful alternative to traditional marketing. When you prioritize people over transactions, you create something more valuable than customer lists—you build movements that matter.
At Kulur Group, we believe the future belongs to brands that understand this shift. The most successful organizations won't just have customers; they'll nurture communities united by shared values and genuine connections.
Ready to build your community marketing strategy? Start by identifying the authentic values that define your brand, then find meaningful ways to connect with the people who share those values. The resulting relationships will become your most powerful competitive advantage.
