Amazon.com. Spend less. Smile more.

Consumers are demanding a greater role in the shaping of their own community.

The idea of belonging is such an underestimated principle in marketing.

No decision is made entirely rationally. Emotional disposition towards brand can give an advantage even when the product is out-featured or out-priced by competitors. Become more dependent on emotional ties.

Each member reinforces the believability of an interpretation to the other.

We need to talk to others to know what we think :

Ownership must be shared with its membership for it to thrive.

Marketers should be obsessed with communities, not just fret about how to market to an impossible number of individuals.

In the face of terrifying chaos, a craving need to make sense of it all.

We've gone too far with one-to-one marketing : seeing customers as isolated individuals.

A member who feels they have helped model the brand will likely be an evangelist for it.