‘Community building is a con’: An attempt to reconcile community building with marketing science

In this article Will Poskett unpicks some of the key criticisms of community building as a source of brand growth, and considers instead how it can complement rather than contradict existing marketing science.

Working with creators

This article is part of a series of articles from the WARC Guide to working with creators. Read more

Jump to:Introduction | Common criticisms | Complementary elements | A new model of community building | Conclusion

Preface: this essay builds on the great minds of Byron Sharp, Les Binet, Peter Field, Zoe Scaman and many more. I highly recommend you take the time to read their respective works.


It is undeniable that the ‘creator economy’ is having its moment in the sun. More people are...

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