How brand communities influence innovation and culture

The internet has introduced a completely new dynamic to how brands interact with their audience. When LEGO launched its Mindstorms toys the company was surprised to find that the product, aimed at children, became a huge hit with adults, who then formed online communities where they discussed adaptations.

How brand communities influence innovation and culture

Martin Kornberger

The shift in power between consumer and producer brought by the new technologies has implications for organisations and the control they have over their brands. Martin Kornberger uses the example of LEGO to explore how brand communities share innovation and organisation culture

When timemagazine announced its Person of the Year in 2006, it was YOU – because that was when you started to generate content, watched each other's movies on YouTube, viewed each other's photos on Flickr, programmed your own personality in Second Life, became an instant...

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