Featuring Alberto Rader & Patrick Pesch
This article highlights the power of community in branding, emphasizing how strong, authentic connections can turn customers into passionate brand ambassadors. It uses Porsche as a prime example, showcasing how the brand fosters loyalty and advocacy through shared passion rather than just ownership. The “Icons of Porsche” festival further demonstrates this deep-rooted community spirit. Keko Dubai, the agency behind Porsche’s branding efforts, takes a hands-on approach, immersing itself in the brand’s culture to create genuine, impactful campaigns. The key takeaway? Community-driven engagement is more influential than traditional marketing, transforming customers into lifelong advocates.
The Power of Community
In today’s competitive market landscape, where every brand is trying to stand out, a strong and vibrant community can make all the difference. Because a brand’s community goes beyond just connecting with customers — it’s about building meaningful relationships that make people feel valued and understood. This authentic engagement not only sets you apart from competitors but also strengthens your brand’s reputation.
Ultimately, it leads to more than just loyalty. It becomes a lifestyle.
Turning Customers into Ambassadors
As a communications agency, we truly understand the magic of building brands through their communities. When a brand creates meaningful relationships and offers experiences that genuinely connect with its audience, it creates something special — something far beyond just selling products or services. It cultivates a sense of belonging, where customers feel valued and understood. And those customers? They don’t just stay loyal. They become passionate ambassadors.
This transformation is key to a brand’s growth.
A Community beyond Ownership & Built on Passion.
An ideal example of a brand that truly understands and celebrates the power of its community is Porsche. Their proposition, “It’s not what you buy, it’s what you buy into,” perfectly encapsulates the essence of their approach.
Globally, Porsche is more than just a brand; it’s driven by people who truly love their cars. In the Middle East too, this enthusiasm has created a thriving community that fuels loyalty, encouragement, and passion.
Here, Porsche fans are more than just car owners — they’re a community that shares a deep-rooted love for the brand’s performance, craftsmanship, and lifestyle.
But what truly sets them apart is genuine advocacy — they become its voice. When Porsche owners share their personal story, it’s never just a conversation — it’s a genuine connection. This type of grassroots endorsement has far more impact than any traditional advertising campaign could ever achieve.
“The Porsche community isn’t just a marketing asset — it’s the heartbeat of the brand. It’s where culture turns into connection.” – Patrick Pesch, Managing Director of Keko Dubai.
A standout example of this community in action is Icons of Porsche, a two-day festival that celebrates Classic Cars, Art, and Culture. This event is a true testament to the bond between the brand and its followers — a celebration of the Porsche lifestyle.
“This is one of the most iconic events in the Middle East. We’re not only proud to be part of the festival. But also thrilled to be the ones who shape its branding and communications across all platforms for the world to see.” – Alberto Rader, Executive Creative Director at Keko Dubai.
The Keko Approach – Living and Breathing the Brand
At Keko Dubai, we don’t just represent Porsche — we live it. As active members of the Porsche Classic Club UAE, we gain unique insights that help us create authentic and engaging campaigns.
Our goal is to turn this passion into compelling stories that inspire the next generation of Porsche fans – where their passion and purpose unite.
Connect Patrick Pesch & Alberto Rader on LinkedIn
Visit KEKO to learn more about it
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