This panel from "The Brand Podcast Live", moderated by Mirela, explores the differences and practical implications of building an authentic community around a brand or initiative. Joined by guests Liviu Cadariu (WeForReal), Elena Neicu (Pluxee România), and Andreea Pipernea (Womanity), the discussion addresses the concepts of audience vs. community, co-creation strategies, member loyalty, and relevant metrics for a community's long-term success. The importance of shared values, member interaction, active contribution, and adapting content to the community's real needs is highlighted.
Main takeaways
- Community means co-creation — it is not a one-directional initiative; it must be built "with people, not for them" (Liviu).
- Shared valuesare the fundamental elements that differentiate a real community from a mere audience.
- Member interactionis essential for a community's success and for defining it as such.
- The offline environment remains the most importantfactor in community development. Even in the digital age, in-person gatherings strengthen genuine connection and deeper relationships.
- Sustainable communitieshave an impact beyond the brand and can produce significant social change (the concept of the "tribe").
- Content must be createdfor thecommunity, not just to attract an audience. Personalization and relevance are crucial.
- There are clear differences between audience and community: in a community, members interact with each other, not just with the content creator.
- A healthy community can become financially self-sustainingand can be scaled.
- For startups, communities can become valuable tools for feedback, innovation, and loyalty.
- Communities contribute to the transfer of trustbetween brand and consumers and can reinforce a thought-leader position.
Speakers
Andreea Pipernea
Founder @ Womanity
Cu peste 25 de ani de experiență în servicii financiare și M&A, Andreea este advisor, board member și fondatoare a comunității Womanity — dedicată liderelor care construiesc cu sens și empatie. Susține antreprenorii în procese de creștere, finanțare și strategie de exit.
Elena Neicu
Head of Brand & Communication @ Pluxee
Cu peste 10 ani de experiență în comunicare și brand management, Alexandra a coordonat procese de rebranding și strategii end-to-end în industrii variate, adresând audiențe B2B, B2C și interne. Este un susținătoare activă a comunicării bazate pe insighturi și a leadershipului centrat pe oameni.
Liviu Cadariu
Co-fondator @ We for Real
Co-fondator We For Real, unde ajută branduri și companii să construiască comunități active în jurul produselor lor. A lucrat cu peste 30 de comunități tech și antreprenoriale, iar ca Program Director și co-founder al acceleratorului StepFWD sprijină startup-uri diverse din CEE.
Who it's for:
- Marketers, brand managers, and community managers;
- Entrepreneurs and startup founders;
- Professionals who want to build a community around an idea, brand, or product;
- Corporate comms & HR professionals interested in loyalty, retention, and engagement;
- Creatives and content creators looking to transform their audience into a community.
Who it can help:
- Those who want to create real, lasting connections with their audience;
- Organizations looking to develop long-term loyalty, not just immediate sales;
- Community led-growth businesses;
- Those who develop products and need feedback and involvement from their users.
Why it matters:
- Becausereal engagement brings long-term value, not just momentary visibility.
- Because acommunity can become a valuable assetin brand development.
- Because in 2025 and the years ahead,brands with strong communities will have a competitive advantage.
