Building a Great Brand: Lessons from Ten Thousand’s Josh Muhlbaum on Community, Loyalty, and Focus [Video]

In an increasingly crowded and noisy marketplace, building a distinctive, relevant brand that forms lasting connections with customers is more challenging than ever. However, according to Josh Muhlbaum, Head of Brand Strategy at leading athletic apparel company Ten Thousand, there are strategic ways for both new and established brands to cut through the clutter.

Josh believes that in 2024 and beyond, brands must move beyond just pushing products out to transactions-obsessed marketing funnel models. Instead, they must focus on crafting emotional connections and loyalty by building engaging communities and “worlds” that target customers want to actively participate in.

I sat down with Josh to lay out six key strategies he employs at Ten Thousand to create standout, cult-like branding in the competitive activewear space. Applicable across industries, these tips will help brand marketers, designers and copywriters learn from Ten Thousand’s success engaging hardcore fitness enthusiasts without losing their brand identity.