Belonging to the Brand: Why Community is the Last Great Marketing Strategy

"Great branding means building an emotional connection between your audience and what you do. Brands are much more than logos and taglines. They’re meaning systems. I believe community is the definitive meaning system that helps our customers discover — and even create — our brand’s connection to their world."

"“The first stage of community is defining the purpose. What is the belief system? What do people need to feel they belong? What is the house we’re going to build together? That’s the rallying point that brings people to you."

"“As the community grows, there are basic functions like welcoming people, onboarding, connecting, and even training that you can’t do yourself. A self-sustaining community needs to have volunteers who share the work."

"A community represents the uppermost level of emotional alignment and commitment. It transcends a cult of personality — an audience following a leader or brand image — and becomes a self-sustaining entity."

"Community adds an emotional layer to switching costs. To leave your product would mean leaving their people, their relationships, and sacrificing the social capital they’ve earned within your community."

"I suggested that marketers set aside their algorithms and automated programs for a moment to reimagine our profession through the lens of fundamental human needs like love, meaning, and respect."

"Today’s consumers will block you, ban you, and run away from you if they sense you’re trying to manipulate them with your marketing. Instead of sell, sell, sell, you need to help, help, help."