You’ve probably heard of Field and Stream, the renowned hunting magazine that got started in the U.S. back in 1895. Listen to host André Brathwaite share the backstory as to why its founders, John P. Burkhard and Henry Wellington Wack, turned their passion for hunting into a lasting brand—so that you can enjoy hunting as a hobby.

This is a concept of what Montblanc could choose to design, a type of brand community centered on a shared hobby: creative writing, ultimately turning creative writing hobbyists into members with benefits, including access to exclusive events and unique experiences.

This is a concept of what STIGA can choose to design, a type of brand community centered on a shared hobby: table tennis, ultimately turning table tennis hobbyists into members with benefits, including access to exclusive events and unique experiences.

This is a concept of what Orvis could choose to design, a type of brand community centered on a shared hobby: fly fishing, ultimately turning fly-fishing hobbyists into members with benefits, including access to exclusive events and unique experiences.

This is a concept of what Gibson can choose to design, a type of brand community centered on a shared hobby: guitar playing, ultimately turning guitar-playing hobbyists into members with benefits, including access to exclusive events and unique experiences.

In the next four episodes, we will create concepts for Gibson, Orvis, STIGA, and Montblanc, with the potential to design their own branded clubs. Our goal is to help product brands build more brand communities driven by hobbies. How? By turning what they are selling into something people feel a sense of belonging, using a framework we call The Ferris Five.

Listen to host André Brathwaite share the backstory of its founder, Enzo Ferrari, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Scuderia Ferrari Club), locations (Il Cavallino Restaurant), and activities.

Listen to host André Brathwaite share the backstory of its founder, Amancio Ortega, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Oysho Community), locations (Oysho Partner Studios), and activities.

Listen to host André Brathwaite share the backstory of its founder, Amory Houghton Sr, who turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (CMOG Community), locations (Corning Museum of Glass), and activities.

Listen to host André Brathwaite share the backstory of its founders, John Cronin and Ralph Erickson, who turned their passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (PADI) and activities.

Listen to host André Brathwaite share the backstory of its founders, prominent explorers, scientists, and scholars, who turned their passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (National Geographic Society), locations (National Geographic Base Camp), and activities.

Listen to host André Brathwaite share the backstory of its founders, Cedar Anderson and Stuart Anderson, who turned their passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club (Flow Hive Community) and activities.