Communities Dominate Brands
Communities Dominate Brandsby Ahonen & Moore
“We’re creating our own communities and peer groups” say consumers
“Err wasn’t that our job?” says brand
“We don’t need you to define us any more, we can do it ourselves, we have high speed wireless now”.
“Err ok, see you round then” (Brand skulks away with tail between its legs.) Got to think of new ways to target people in an increasingly interactive world? This book has some pretty nifty ideas that might lend a helping hand. It discusses community related phenomena such as blogs, text messages and other such delights. It was written in 2005 though, so don’t count on it as a one-stop shop for all your needs.