Don’t Base Your Brand Community on Hope: Research Matters

Don’t Base Your Brand Community on Hope: Research Matters

PHOTO: Artotem

There are two ways to build a brand community: ask for budget, cross your fingers and hope you’re gathering the right people in the right way; or research potential and existing members and leaders in your organization to find out exactly how a community can best serve the needs of both groups. The latter sounds tedious and time-consuming and, as a result, many people opt for the former.

But it turns out the much more time-consuming and frustrating approach to take is to try to launch a brand community in an effort to add more brand experiences for your customers, and then painstakingly attempt to reverse-engineer a reason for…

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