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By Carole Ryon &
Rianne Olde Keizer
Brand Communities
• Good or service
• Social relationships
• Shared consciousness: legitimacy &
  oppositional brand loyalty
• Rituals and traditions
• Sense of moral responsibility
A strong brand community
•   Increases customer loyalty
•   Lowers marketing costs
•   Validates brand meanings
•   Provides access to new ideas
Content
• GoodCase Practice: Saab
• Bad Case Practice: Microsoft and
Porsche
• Tip to build a brand community
Saab
• Owned by GM
• Swedish
• ‘unique premium
  alternative to big name
  luxury brands such as
  BMW’
Saab
• Engineer the
   community and the
   brand will be strong
 -> Forms of affiliation are
in place
1. Members recognize
    each other
2. Members feel a sense
    of responsibility
Saab
3. Saab aims to remain
small
4. Sponsors annual
conventions & provides
different opportunities of
involvement
• Serve the
   customers, embrace
   diversity, use offline
   channels and scripts
Saab
• Embraces conflict
5. ‘yuppies’, ‘snaabs’
6. Saab vs. Volvo
7. GM acquisition
• Do not aim to control
   your community
• Business Strategy (GM)
   rather than Marketing
   Strategy
Easy to establish a strong brand
           community?
Bad Case Practice
Bad Case Practice

             Partly lose control
Bad Case Practice

Free an empowered
     customers
Bad Case Practice: Microsoft

                   Robert Scoble
Bad Case Practice: Microsoft
Attention devoted
  to one opinion
      leader
Bad Case Practice: Porsche
Needed rivalries and conflicts with other
brands to differentiate themselves


                                  Us AND the others
What should you keep in mind to
build a strong brand community?
“Getting brand community right “
      Susan Fournier and Lara Lee
• Consider the community management as a company
  strategy
• Keep in mind that the community serve the community
  members
• Engineer your brand community
• Define clearly who you are regarding the other brands and
  benefit from the rivalry
• Take into account all the community’s members and
  understand the role that each plays
• Think further than online to build a strong community
• Do not try to control everything but provide the conditions
  needed for a strong community
Tips
Engagement          Size

Product             Community
                    members

Individual          The entire
                    company
Tips

Active community




                   Tell stories and myths
Tips

Co creation




                 Unique features
Brand community is all about
        connection

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Brand communities: Tips

  • 1. By Carole Ryon & Rianne Olde Keizer
  • 2. Brand Communities • Good or service • Social relationships • Shared consciousness: legitimacy & oppositional brand loyalty • Rituals and traditions • Sense of moral responsibility
  • 3. A strong brand community • Increases customer loyalty • Lowers marketing costs • Validates brand meanings • Provides access to new ideas
  • 4. Content • GoodCase Practice: Saab • Bad Case Practice: Microsoft and Porsche • Tip to build a brand community
  • 5. Saab • Owned by GM • Swedish • ‘unique premium alternative to big name luxury brands such as BMW’
  • 6. Saab • Engineer the community and the brand will be strong -> Forms of affiliation are in place 1. Members recognize each other 2. Members feel a sense of responsibility
  • 7. Saab 3. Saab aims to remain small 4. Sponsors annual conventions & provides different opportunities of involvement • Serve the customers, embrace diversity, use offline channels and scripts
  • 8. Saab • Embraces conflict 5. ‘yuppies’, ‘snaabs’ 6. Saab vs. Volvo 7. GM acquisition • Do not aim to control your community • Business Strategy (GM) rather than Marketing Strategy
  • 9. Easy to establish a strong brand community?
  • 11. Bad Case Practice Partly lose control
  • 12. Bad Case Practice Free an empowered customers
  • 13. Bad Case Practice: Microsoft Robert Scoble
  • 14. Bad Case Practice: Microsoft Attention devoted to one opinion leader
  • 15. Bad Case Practice: Porsche Needed rivalries and conflicts with other brands to differentiate themselves Us AND the others
  • 16. What should you keep in mind to build a strong brand community?
  • 17. “Getting brand community right “ Susan Fournier and Lara Lee • Consider the community management as a company strategy • Keep in mind that the community serve the community members • Engineer your brand community • Define clearly who you are regarding the other brands and benefit from the rivalry • Take into account all the community’s members and understand the role that each plays • Think further than online to build a strong community • Do not try to control everything but provide the conditions needed for a strong community
  • 18. Tips Engagement Size Product Community members Individual The entire company
  • 19. Tips Active community Tell stories and myths
  • 20. Tips Co creation Unique features
  • 21. Brand community is all about connection