Devolved ‘headless’ brands where control is given to a community of customers is set to be a key marketing trend, according to Gymshark Brand Officer Noel Mack.

Speaking at MAD//Fest London as part of AdsWizz and MAD//Fest’s ‘MAD//Fest Moments series’, Mack said: “Community building is set to be the biggest opportunity in marketing right now.  For too long brands have been ‘the head’ of their customer base.  Allowing customers to dictate how  your business works is huge. I hear people refer to this as ‘headless brands’. I think this is absolutely huge and we will see a lot more businesses leaning into this.”

In the video, Mack also explains why ripping up the marketing rulebook has given Gymshark a competitive advantage and how building one-to-one relationships with customers has helped to bring the UK’s fastest growing fashion brand’s community together.

Run in partnership with programmatic audio specialists AdsWizz and produced by Shootsta, ‘MAD//Fest Moments’ is a series in which prominent industry leaders share emerging trends, challenges and opportunities. Guests include 4 Capital Executive Chairman Sir Martin Sorrell, new KFC CMO Jack Hinchliffe and Resi Founder Alex Depledge MBE.