Campaigns Are Moments. Communities Are Movements.

Marketing is shifting away from “rented attention” toward “earned belonging,” with creators increasingly acting as the bridge brands use to enter communities. In the opening of a series called From Attention to Belonging, the piece argues that the classic ad model—repeat a message until people buy—still exists, but attention is no longer the scarcest resource because it’s been treated as something you can purchase. This summer, New York’s Knicks reaching the NBA Finals is used as a real-world example of community energy and identity building, not just celebrity draw. The article also distinguishes fandom, community, belonging, and identity.