Andy McIlwain

1181 days ago

To build an effective brand community, you must reject the premise that everything an organization does or offers must generate profit or exist within a transaction.

How Brands Like Google, Twitch, and Sephora Built Brand Communities — and How You Can, Too

blog.hubspot.com

Over the past few decades, companies, marketing departments, and c-suites have used the term "community" to refer to a smorgasbord of ideas, from wide-ranging organizational investments — such as neighborhood events or charity partnerships — to online forums and even simple email lists.