18 Jun '11, 5am

We’re All In This Together: the Power of Brand Communities

In the last piece I tried to make an argument that brands should focus on the development of social capital rather than trying to slavishly report the sustainability endeavours of their corporate guardians. And I went on to argue that social capital manifests itself in rich, diverse and dynamic communities - including brand communities. Through creating, supporting and enriching communities around themselves, brands can help their constituents surface the issues, challenges and solutions that are relevant and timely in that community. In other words, community has the power to be a more natural, dynamic and enduring way of finding solutions to the challenges we face. But community - or certainly aspects of it - is also very good for brands: community presents a wealth of opportunities for brands, in terms of driving constructs such as engagement and loyalty. Firstly, commu...

Full article: http://www.sustainablelifemedia.com/news_and_views/articl...

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