Comunidades® by Taquión: how a community is built
This is you...
And 8 billion more people.
Together they make an average.
We can know what they think but not
who they are or how they behave.
But the average does not exist.
What exists are islands of interest.
- Argentine Rock Fans. Interest: The rock that shaped them. Friction: Nowhere left to hear it.
- Running and Wellness. Interest: Running. Friction: Training alone.
- Travel Experiences. Interest: Seeing new places. Friction: Travel got brutally expensive.
- First-Time Parents. Interest: Being better parents. Friction: Being a first-time parent.
- Motorbikes. Interest: Motorbikes. Friction: Group rides to connect.
- AI and Work. Interest: Artificial intelligence. Friction: Being left behind.
- Photography. Interest: Seeing differently. Friction: Nobody looks at what you make.
- Local Food. Interest: Eating well nearby. Friction: Prices that keep climbing.
- Hiking. Interest: Walking the country. Friction: Going alone is frightening.
- Meditation. Interest: Slowing down. Friction: A head that will not stop.
- Personal Finance. Interest: Making money last. Friction: Not understanding any of it.
- Lower-League Football. Interest: The neighbourhood club. Friction: Nobody televises it.
- Backpackers. Interest: Travelling light. Friction: Organising it alone.
- Learning Languages. Interest: Speaking another language. Friction: Starting and giving up.
- General Wellbeing. Interest: Feeling better. Friction: Contradictory advice.
- Live Music. Interest: Seeing bands. Friction: Finding out too late.
- Mate and Company. Interest: Sharing. Friction: Fewer people show up each time.
- Weekend Asado. Interest: The long table. Friction: It costs a fortune.
- Balcony Gardening. Interest: Growing something of your own. Friction: Living in 40 square metres.
- Urban Cycling. Interest: Getting around by bike. Friction: The city is not built for it.
- Argentine Wine. Interest: Drinking better. Friction: The label tells you nothing.
- Crypto and Savings. Interest: Sheltering the peso. Friction: Getting scammed.
- Neighbourhood Founders. Interest: Living off your own thing. Friction: Always being alone in it.
- Spanish-Language Podcasts. Interest: Listening while doing something else. Friction: It all sounds the same.
- Bingeing Series. Interest: Getting caught by a story. Friction: Nobody to discuss it with.
- Pet Adoption. Interest: Giving them a home. Friction: Nobody takes responsibility.
- League Basketball. Interest: The city team. Friction: It never reaches the media.
- Trekking in Patagonia. Interest: The south. Friction: Getting there costs more than the trip.
- Sewing and Repairs. Interest: Making things last. Friction: Everything gets thrown away.
- Design Markets. Interest: Handmade things. Friction: Competing with imports.
- Sport Fishing. Interest: The river. Friction: There is less of it every year.
- Caring for Elders. Interest: Being there for the old. Friction: Doing it with nobody to help.
People stopped
organising by age,
gender and location
They organise around what they
care about and what gets in the way.
77%
of Argentines
do not trust
Argentines do not believe
those who think, live
or solve things differently.
—EDELMAN TRUST BAROMETER
ARGENTINA 2026
INTERACT WITH THE ISLANDS OF INTEREST
A community is born
and grows from shared
interests and frictions
- INTERESTS
- Feeling safe.
- Being better parents.
- Running.
- Understanding AI.
- FRICTIONS
- Violence close to home.
- Being a first-time parent.
- Staying healthy.
- Falling out of the job market.
Interests and frictions are what
bring communities together
and keep them standing today.
A community is not
a channel: a destination
with several doors
You can come in through one or several
spaces at once. They combine around
whatever the community needs.
ANONYMISED PROFILES
They come in without giving a name. Mass audience. Reach.
- PODCAST
- SOCIAL
- AMPLIFICATION
- LANDING
IDENTIFIED PROFILES
They leave a name. Loyal audience, high-value relationship.
- EVENTS
- NEWSLETTER
PROMOTER PROFILES
Loyal members who take part and get involved in every space.
- MONTH 01We build the destinationWe build archetypes, identify tensions and define the storytelling.
- MONTH 02We reinforce the destinationWe refine the archetypes, prioritise the tensions and consolidate the storytelling.
- MONTH 03We activate the contentContent production, podcast and social. Newsletter and landing, WhatsApp and events.
- MONTH 04We sustain the conversationWe publish content, activate podcast and social, and connect landing, newsletter and WhatsApp.
- MONTH 05We deepen participationWe hold the frequency, add conversations and activate gatherings and events.
- MONTH 06We grow the communityOrganic growth and paid media. CRM platform, performance and optimisation.
- MONTH 07We scale the growthWe scale organic and paid media, organise the information in the CRM and optimise performance.
- MONTH 08We optimise the systemWe read the performance, adjust the paths and double down on what works best.
- MONTH 09The community gains autonomyWe consolidate the growth, the community adds new members and the system keeps optimising itself.
After month 9, the community starts drawing new people in on its own
How could we build
a community
with your brand?
- WE SEARCH THE WEB
- WE ANALYSE CONVERSATIONS
- WE BUILD THE MAP
There is one island we did not show you.
A podcast hosted by Sergio Doval, a WhatsApp group and gatherings.
What we talk about
- The feeling before the job title
- Who shaped you
- How your people used to gather
- The islands of your world
- Bringing together without shutting in
- Who is there when it goes wrong
A conversation, not an interview. 45 to 60 minutes, nothing to prepare.
We used to build
communities to survive.
Today we build them
to understand the world
This is what we do
Here is who we are, how we work
and who we have been doing it with.