Valuing human connection: what specialty brands can learn from media
In today’s media landscape, where AI-generated content, influencer campaigns, and social media strategies are becoming dominant, it’s easy to lose sight of what truly builds lasting brands. At Verde, we believe that authentic connection—not just consumption—is the foundation of specialty brand success. Buzzwords like “content consumer” only scratch the surface; your audience wants to be part of something meaningful, to belong to a brand that understands their hopes, fears, and sense of humor. That’s why we’re exploring how real human connection, trust, and consistency elevate brands in a digital world—and why, no matter how media evolves, the desire to belong will always be at the heart of every successful brand story.
Let's take a page out of the Mountain Gazette playbook as an example. While many publishers are chasing digital trends, Mountain Gazette thrives by focusing on deep, authentic engagement. Readers don’t just subscribe—they attend events, drive hours to meet fellow fans, and proudly wear branded merchandise. Publisher Mike Rogge notes that shallow interactions lead to shallow reactions; real engagement comes from meaningful content and experiences.
Digital platforms, while powerful, often deliver only quick hits, like a sugar high. Print and online brands that succeed, like The Colorado Sun, prioritize quality storytelling and reader trust over chasing clicks. Their business models are anchored in loyal subscribers, not fleeting followers.
Key Takeaways for Specialty Brands:
Prioritize Authenticity: Build trust by consistently delivering content and experiences that matter to your audience.
Feature real customers in your advertising. Build trust and connection with your audience through unfiltered, real world stories highlighting everyday people and their unique experiences - while focusing on uplifting content that aligns with your core values.
Mammut partners with real and relatable people who also happen to be amazing athletes, like nurse and climber Erika.
Foster Community: Create opportunities for fans to connect—through events, thoughtful storytelling, or branded products.
Lululemon has done a phenomenal job of building its community by supporting local yoga instructors, fitness studios and athletes. Instead of relying solely on digital engagement, they sponsor local events, run clubs, and workshops working to build real relationships. This localized approach creates a strong sense of belonging and loyalty among customers.
Royal Robbins brings their #hangboard challenge to events like the Outside Festival, engaging their community and giving back.
Value Loyalty: Recognize that a dedicated subscriber or customer is worth far more than a passive follower.
Recognize and celebrate your most dedicated supporters by making them feel seen and a part of the brand journey. Let customers submit product ideas, with community voting on which products make it to market. Or create a tiered loyalty program where customers unlock exclusive experiences as they engage more deeply with the brand. For example, members can gain access to special events, early product releases, or even personalized services.
For the launch of a new footwear line from ROLL Recovery, a new category for the brand, we reached out to “superfans” who had posted about the brand on Reddit, offering an exclusive discount.
Stay Consistent: Whether in print or online, focus on quality and relevance to keep your audience engaged.
Brand consistency - in its visual identity, messaging and content - across all touchpoints - builds trust and recognition across generations. Think Nike. The brand's commitment to its core values (embodied in its iconic swoosh and empowering tagline, “Just Do It”) has made it a global leader. Its branding, product design, and marketing have remained consistent for decades, reinforcing trust and recognition across generations and markets.
The bottom line? Specialty brands—like specialty media—thrive when they make their audience feel valued and part of something bigger. The lesson? In a crowded digital landscape, human connection, trust, and consistency are your greatest assets.
