Building Brand Communities: How Organizations Succeed by Creating Belonging

In real community, members help one another become who they want to be. This can include sharing information, skills, hard-won lessons, and, very often, attentive friendship. When a brand can offer this to members (customers, users, staff, colleagues, volunteers), then something much richer and more rewarding can develop.

Nish wanted to find people who loved their own city (value) and who wanted to share what their area offers (purpose).

A critical takeaway here is that creating community involves far more than offering a trade or a transactional relationship. It includes offering a space (digital or physical) and experiences that inspire feelings.