Page 147 - HBR's 10 Must Reads on Strategic Marketing

GETTING BRAND COMMUNITIES RIGHT
Idea in Practice

Additional truths about brand haven. Discern these needs, then
communities: help community members fulfill
Brand community is a business— them.
not a marketing—strategy. Example: “Third Place” brands
like Gold’s Gym and Starbucks
Don’t isolate your community- tap into the need for social links
building efforts within your by providing venues that foster
marketing function. Instead, personal interaction.
ensure these efforts support
businesswide goals by integrating Strong brands arise from the
them into your company’s overall right community structure—not
strategy. vice versa.
Example: Harley-Davidson re- The strongest, most stable struc-
formulated its competitive strat- ture for a brand community is a
egy around brand community. “web” whose affiliations are based
For instance, all community- on close one-to-one connections.
outreach events are staffed by To cultivate webs, provide oppor-
employees, not freelance con- tunities for members to forge
tractors. Many employees be- many interpersonal links.
come riders; many riders join the Example: The Harley-Davidson
company. Museum fosters personal connec-
Brand communities exist to tions through programs like the
serve their member’s needs—not Rivet Wall, where people order cus-
your business. tom-engraved rivets that are in-
stalled on decorative walls around
Members have many community- the museum campus. Visitors
related needs—including cul- viewing their own and others’ riv-
tivating interests, expanding ets start chatting, often forging
networks, and relaxing in a safe friendships.

Myth #2

A brand community exists to serve the business.
The Reality

A brand community exists to serve the people in it.
Managers often forget that consumers are actually people,
with many different needs, interests, and responsibilities. A

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