With a lot of folks stuck at home and gyms closed, one could argue that Peloton Interactive is in a perfect position with regard to the unique circumstances of the pandemic. And to be clear they definitely are. But they aren’t the only home exercise equipment company. The reason they are in the position they are in isn't just because things are closed. It's because of the brand-building and community-building that took place well before the pandemic. As with Peloton, at Netflix word-of-mouth was our biggest marketing channel and that was a key indicator that we'd built brand. Brand isn't built overnight. It takes time and cuts across everything a company does. It is not something you can buy with marketing. Every company should be thinking about their brand position and how they are building brand and community every day (how community is defined will vary depending on the brand/company). But by putting in the work prior to the pandemic, Peloton is now able to essentially stop marketing for a while and reap the rewards of a well-built brand. #peloton #marketing #brand #brandbuilding #community #netflix #exercise #brandpositioning …see more