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
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 Kornbergeruses...