Handwriting → Montblanc® Club (Concept)
You may know Montblanc, the renowned pen manufacturer founded in Germany in 1906. This case study is a concept of what Montblanc can choose to design, a type of brand community centered on a shared hobby: creative writing, using the Ferris Five Framework. Ultimately, turning creative writing hobbyists into members with benefits, including access to exclusive events and unique experiences.
Meet your researcher.
Andre Brathwaite
Brand Community Strategist
After struggling to find a badminton community to enjoy recreationally, Andre turned his focus to helping product marketers create a type of brand community where adults can come alive through shared hobbies—known as branded recreation clubs. Drawing from his research on iconic brands, he developed and shares a powerful framework called The Ferris Five. His mission is clear: to inspire product marketers around the world to design more branded recreation clubs that bring adults together through the joy of shared hobbies.
• Learn more about Andre: LinkedIn
Listen.
The opinions expressed are solely those of the host and do not necessarily reflect the views of any brand mentioned. We encourage you to check their corresponding websites for further information.
The Ferris Five Framework
Explore Montblanc’s current offerings, and the opportunity to design a membership for a type of brand community centered on a hobby—a branded recreation club, incorporating suggestions grounded in the Ferris Five Framework.
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In 1906, a Hamburg banker, a German businessman, and a German engineer, inspired by the highest peak in Europe, designed a pen with a built-in ink well to prevent the most common problem writers had with fountain pens, ink leakage. Today, Montblanc supports the writing community with not only its pens, but experiences that help writers to put pen to paper and make history.
Learn More: About Montblanc
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Montblanc celebrates the art of writing through storytelling — capturing the beauty, meaning, and inspiration behind every word written.
Watch Videos: Montblanc, YouTube Channel
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Montblanc does not offer a membership to a branded recreation club. Listen to our case study to learn more about the Ferris Five Framework and the suggestions given.
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Inside Montblanc Haus, members are invited to take part in Writing Atelier classes — immersive sessions dedicated to rediscovering the beauty of handwriting. Guided by calligraphers and writing experts, participants can refine a personal script or learn the foundations of penmanship.
Explore Activities: Writing Atelier Classes
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Montblanc pens have been used for over a century by the likes of Ernest Hemmingway, Winston Churchill, and Paulo Coelho. Even though the brand has “star power”, Montblanc knows it is the activities that support and bring writers together is what matters. They have partnered with Letters Live, a live production held in places like Berlin, New York, and London, where world-class performers read remarkable letters written over the centuries.
Explore Activities: Letters Live
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From the Montblanc Haus in Hamburg, where stories of innovation and artistry come to life, to international exhibitions and boutique events, members experience the brand’s heritage firsthand. Whether learning the art of penmanship, exploring the history of design, or meeting fellow writers, every gathering reflects Montblanc’s belief that writing connects us in timeless ways.
Explore Locations: Montblanc Haus (Germany)
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Montblanc does not offer digital tools for hobbyists to connect with each other. Listen to our case study to learn more about the Ferris Five Framework and the suggestions given.
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