[Harvard Business, April 2009]
Executed well, brand community delivers many benefits: greater customer loyalty, lower marketing costs, brand authenticity, and an influx of innovative ideas. And yet, community isn’t the right strategy for every firm. It’s a messy, risky business that demands significant resources. It requires organizational commitment to follow through when the going gets tough or budgets grow tight. It’s a corporate-wide strategy with implications for culture, structure, processes, and systems. The question is: Do you have the pieces in place to get community right?
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