brandchannel.com | Brand Management | Brand Communities
"... brand communities exhibit three traditional markers of community: shared consciousness, rituals and traditions, and a sense of moral responsibility..."
So where does that leave a company that longs for its own brand community to nurture and grow? The best bet seems to be in monitoring public discourse -- especially in such obvious places as Internet chat groups -- and watching for the early stages of brand community growth. Then the company can step in and offer resources while being careful not to censor community activities and discussions. A hands-off approach, coupled with consistent communication, seems to be the best way to create this unique but fragile form of communal spirit.
Mouahahahahaha.
