Business

“People are more interested in the social links that come from brand affiliations than the brands themselves.” 

In my previous post I listed the first two myths of building Brand Communities.  As a business law / entrepreneurial law attorney I get a unique view of business branding strategies.  Too often these strategies are based on the likes and dislikes of the owner, and too seldom are they based on the needs, interests and responsibilities of the customers.

Here are Myths #3 and 4. 

Myth #3: Build the Brand and the Community will Follow.
Reality: Engineer the Community and the Brand will be Strong.

There are three types of community affiliations: pools, webs and hubs.  Effective community strategies combine all three.  Pools are untied by shared goals (e.g., political affiliation - based on shared activity or goal); Webs are based on strong one-to-one connections (e.g., social networking sites – based on personal relationships); Hub members are untied by a shared admiration of an individual (e.g., Bob Dylan fans – based on charismatic figure).

Myth #4: Brand Communities Should be Love-fests for Faithful Brand Advocates.
Reality: Smart Companies Embrace the Conflicts that make Communities Thrive.

For any community, conflict is expected.  PlayStation gamers shun Xbox.  Dunkin’ Donuts coffee drinkers shun Starbucks.  Community is about rivalries.  Trying to smooth things over can create dissention in a Brand Community.  For example, Porsche’s launch of the Cayenne SUV in 2002 created an uproar from Porsche enthusiasts who felt this was an insult to every great Porsche sports car that had come out before it.