Small Business Weekly Podcast – Episode 535 (12:21)
Marketing today is about more than promoting products – it’s about creating meaningful connections that turn customers into loyal fans.
On a recent episode of The Small Business Weekly Podcast, Michael Rogers talks with Jay Norman, CEO and Co-Founder of Detroit-based culture and brand agency Verse and Hook, about how businesses can strengthen their marketing by building emotional connections and fostering communities around their brands.
Verse and Hook, a VIP member of the Small Business Association of Michigan, takes a different approach from traditional marketing agencies. Rather than focusing solely on product features and benefits, the firm helps organizations tap into the cultural interests, shared experiences, and passions that influence how people make decisions.
At the center of the agency’s strategy is the idea of fandom. Norman explains that people often connect with brands for the same reasons they connect with their favorite sports teams, entertainment franchises, hobbies, or communities – because those connections reflect who they are and what they value.
“It’s very much based on fandoms and connecting to the proxy things that allow people to make those decisions culturally and the groups that they end up spending time with,” Norman says. “A lot of the decisions people have in terms of their fandoms are really based upon the things that they love and the things they share with their friends, family, and associates.”
By understanding these emotional and cultural drivers, businesses can create marketing strategies that resonate on a deeper level. Rather than simply encouraging transactions, brands can build lasting relationships that strengthen customer loyalty and engagement.
Norman emphasizes that successful marketing requires a deep understanding of how cultural influences shape consumer behavior. Those insights can help businesses connect more authentically with their audiences and create experiences that feel relevant to customers’ everyday lives.
As competition for attention continues to grow, Norman encourages business owners to think beyond traditional advertising and focus on building communities, shared experiences, and genuine emotional connections that inspire long-term loyalty.
Listen to The Small Business Weekly Podcast Episode 535 to hear the full conversation with Jay Norman.
About the Small Business Weekly Podcast
The Small Business Weekly Podcast, presented by the Small Business Association of Michigan, delivers a new interview with an entrepreneurial expert each week – featuring practical advice and success stories designed to support and inspire Michigan’s small business community.
Visit SBAM’s Media Hub for past episodes of the Small Business Weekly Podcast.