Jamie McCarthy/Getty ImagesRepresentation, relationships and rewarding the community are key to how brands connect with their customers. Though Reese Witherspoon’s book club Hello Sunshine, Soul Cycle, WeWork and Brandless seem like different businesses on the outside, leaders at these companies shared strategies that overlapped. At SoulCycle, Rice says she envisioned, naturally enough, “a physical person, and she was very specific and ironic,” said Rice. “When you look at the mission of SoulCycle, and the mission of WeWork they’re absolutely the same,” said Rice. Curation has helped Hello Sunshine put women at the center of the stories it suggests.

Source: Forbes June 18, 2019 17:25 UTC