Saved by Keely Adler and
Brands want to be more than your friend. They want community.
Building Brand Communities: How Organizations Succeed by Creating Belonging
amazon.com
The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Ana Andjelic • 1 highlight
amazon.com
Finally, commerce and social are coming together, although to much less a degree than marketing teams who talk up “brand communities” would like you to think. In all but a few cases, “community” here is just the marketing language used to describe a microbrand’s niche Instagram fandom. To me “community” implies users regularly engaging with each ot... See more
Toby Shorin • Come for the Network, Pay for the Tool
