Starting next week, you will hear what we call the Voice of the Customer, hosted by yours truly, André Brathwaite.

It will be based on what people send in, message boards I read online, and the great conversations I've had with others. I'll be giving brands a perspective on problems adults face in the world we all live in, and the opportunities to solve them..

Listen to host André Brathwaite share the five best episodes of Spring ‘26, featuring Nintendo, Van Cleef & Arpels, Concha y Toro, Disney, and Osulloc. Thriving brands that extend beyond selling products; they provide hobby-driven experiences.

Listen to host André Brathwaite share the backstory of Camper, founded by Lorenzo Fluxà, and how he turned his passion for shoemaking into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including a club called The Walking Society, places such as Casa Camper in walkable cities such as Barcelona and Berlin, and hobby-driven activities such as their Walk, Don't Run challenge in partnership with Strava.

Listen to host André Brathwaite share the backstory of SCARPA, founded by Rupert Guinness, and how the Parisotto family turned their passion for shoemaking into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including places (Indoor climbing gyms in partnership with Climbing District) and in-person activities (clinics in partnership with Arc’teryx Academy).

Listen to host André Brathwaite share the backstory of how founder Fusajiro Yamauchi turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including places (Super Nintendo World [Japan, Los Angeles, and Orlando], The Nintendo Museum, and Nintendo Stores) and activities (Play Nintendo Tour, Nintendo In-Store Events, and Nintendo Live).

Listen to host André Brathwaite share the backstory of how founder Ben Francis turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including places (Gymshark Stores and Gymshark Lifting Club), and activities (Gymshark Lift Events and Gymshark Activities).

Are you part of a marketing team? You’ve probably heard of Porsche, the car manufacturer founded in Germany in 1931. Listen to host André Brathwaite share the backstory of how founder Ferdinand Porsche turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including clubs (Porsche Clubs Worldwide and Porsche GT Circle), locations (Porsche Experience Centers and Porsche Museum), and activities (Porsche Travel Experience, Porsche Track Experience), Porsche Ice Experience, and Porsche Roads).

Listen to host André Brathwaite share the backstory of how founder Randy Merrell turned his passion into a lasting brand that uses a customer retention strategy: hobby-driven experiences, including activities (Merrell Hiking Club, Merrell Urban Hiking Guides, and The Merrell Fund Live).

Are you part of a marketing team? You’ve probably heard of Concha y Toro, the wine producer founded in Chile in 1883. Listen to host André Brathwaite share the backstory of how founder Melchor de Santiago Concha y Toro turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including a location (Centro de Vino and Casa Don Melchor in Maipo Valley, Chile) and activities (tours, wine tastings, and pairings).

Listen to host André Brathwaite share the backstory of how founder Suh Sung-whan turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Osulloc Tea Houses in multiple cities) and activities (tours and tea brewing classes at Osulloc Tea Museum and Factory).

Listen to host André Brathwaite share the backstory of how founder Oscar Farinetti turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Eataly Stores in multiple cities) and activities (events, cooking classes, and market tours in Italy and other global cities).

Listen to host André Brathwaite share the backstory of how former president Fidel Castro turned his passion into a lasting brand that uses a customer retention strategy: Hobby-driven experiences, including locations (Cohiba Atmosphere in multiple cities) and activities (El Laguito Cigar Factory Tour).