61% of US corporations have a brand community In 2019, research suggests that 61% of corporations in the United States have set up or are ion the process of setting up a brand community.  A brand community is defined as: ‘a community formed on the basis of attachment to a product or marque. Recent developments […]

61% of US corporations have a brand community In 2019, research suggests that 61% of corporations in the United States have set up or are ion the process of setting up a brand community. A brand community is defined as: ‘a community formed on the basis of attachment to a product or marque. Recent developments in marketing and research in consumer behaviour highlight the connection between brand, individual identity and culture’. (Wikipedia)The strengths of a brand community are many, and include: They build loyalty and evangelism They facilitate feedback and meaningful conversation They can significantly reduce the cost of communication The limitations of a brand community include: They can attract a limited range of people and limit your market reach Feedback is often skewed with the most passionate being the most vocal They can take a significant period of time and patience to build Making a brand community work well is supported…