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

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

"The subjective reality of the world hangs on the thin thread of conversation."

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

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

Communities : the human race demands them, needs them. Belonging is fundamental.

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

A Tired Woman's Guide to Passionate Sex: Reclaim Your Desire and Reignite Your Relationship by Laurie Mintz | Aug 18, 2009

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