The myth about brand communities
Mark BubulaHuman Brand Strategy
The brand itself is rarely central to brand communities. It's the values, beliefs and lifestyles that the brand represents that bring people together.
No matter whom you read or how you slice it, there are some common rules for understanding and building brand communities. While at Olson, I helped identify ten dimensions of a community that marketers can use to understand, build or create brand communities. Given community-building's roots in 120 years of anthropological study, it's not surprising to find the literature on the subject filled with similar lists and...