A company can create a thread of passion and community where one seemingly does not exist. Fiskars created a community around scrap bookers. Makers Mark created an effective "Ambassador" community for their bourbon whiskey that other liquor companies covet. However, as worthwhile as these communities are, I assert the vast majority of their customers neither heard of, nor participated in, nor heard from members from these communities.
Three Reasons Why Contribution > Community
Posted by mona19 under MarketingFrom http://decker.typepad.com 5687 days ago
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