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Brand Communities: For the love of Brands

Smack took a long look at some of the world’s top brands and found the most successful businesses all have one thing in common: a loyal following of everyday consumers. Consumers that form vibrant and loyal communities around a brand, what Smack calls Brand Communities.
This white paper is designed to give you a general introduction to the Brand Community, and the benefits and philosophies of Brand Communities to your business.

The Changing Consumer
If you think that the introduction of the Internet into popular culture was a world changing event, you really haven’t seen anything yet. Right now, as you read this, the very fabric of the Internet is changing. Never mind the billions of web sites currently in existence. Never mind the boundless libraries of both old and cutting edge information all readily available. The Internet has become more than that, it has become a tool that facilitates the most basic of human needs: a tool for conversation. Through blogs, message boards, and sites like MySpace, Facebook, YouTube and Flicker, people are now engaging in conversation with countless others. Engaging others with similar interests. Sharing opinions, photos, news, videos, and taking note of new ideas. People now have networks of friends they have never physically met, networks that surpass international boundaries, all with many shared interests like childhood buddies, music, and more.

Brand Communities
When looking at brands that have successfully adapted to the changing consumer, you need to look no further than brands like Apple, Harley Davidson, and Jones Soda. And what do these brands all have in common? Through consumer-centric product development, loyalty based web initiatives, and innovative communications strategies, they all found ways to foster and nurture a community of their most loyal fans, their Brand

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