focus on the community, not sales This is the last of five thoughts regarding the importance of connecting and the power of community. Facilitating connection and leveraging community is arguably the next big ‘thing’ in marketing, an issue explored in some detail in Tuesday’s thought. In the United States in 2017, it was estimated that […]

focus on the community, not sales This is the last of five thoughts regarding the importance of connecting and the power of community. Facilitating connection and leveraging community is arguably the next big ‘thing’ in marketing, an issue explored in some detail in Tuesday’s thought. In the United States in 2017, it was estimated that some 33% of all consumers are members of at least one brand community. Recent research found that 80% of consumers in the United States say that when they consider joining a brand community they are attracted by authenticity. Brand communities that actively sell are not authentic. Brand communities need to facilitate genuine engagement, share high quality information, answer questions, and offer real value. In order to realise its potential, a brand community must be a community that has a common mission, common values, and the capacity for members to say and ask what they want…