Member Since: 8th Jun 2009
Professor of Marketing ESCP Europe
31st Jul 2009
Interesting comment, Nick. I think that the challenge for marketers is to think beyond their own brand when they are engaging with communities. I firmly believe they need to broaden their horizons towards communities that represent their customers' passions, interests, hobbies, etc without, as you say, limiting themselves to brand communities. This is one more example where a short-term, controlling attitude to customer engagement is going to backfire.