BEYOND THE BRAND How to build a brand universe worth belonging to with Michael Edelmann, 111SKIN Ex. Dr. Barbara Sturm, Business of Fashion
In this episode, luxury marketing expert Michael Edelmann (CMO, 111SKIN. Ex. Dr. Barbara Sturm, Business of Fashion, Gucci) talks about what it takes to build a brand universe that people genuinely want to belong to, and why that matters for anyone managing a brand in FMCG.
He explains how 111SKIN rebuilt its loyalty programme around belonging after realising that points and discounts were driving repeat purchases without creating any real community.
That shift shaped everything from how they approach partnerships to how they think about influence.
Michael walks through the Repairs Van activation, which landed because it was tied to a story, and how they amplified it digitally to reach customers who were nowhere near London.
He also talks about why founder-led storytelling works when the founder has genuine, daily authority in their field.
If you're a brand manager sitting between quarterly performance targets and long-term brand building, this episode gives you a practical framework for making the case that community compounds.