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

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

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

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

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

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.

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

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

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