Overview

An authentic brand community is far more than a group working alongside one another or a list of customers connected to a brand on social media. Carrie Melissa Jones and Charles H. Vogl present practices used by global brands such as Yelp, Twitch, Salesforce, Airbnb, Sephora, Patagonia, and others to meaningfully connect with the people critical for their success. Building Brand Communities distills key lessons to create engaged and effective communities by growing mutual concern, expressing common values, and sharing experiences. Success can develop fiercely loyal collaborator and customer relationships.The authors articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, creating community forums, and building transformational movements. They also reveal principles to grow a new brand community to critical mass. This is a comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.

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9781662004773

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Carrie Melissa Jones is the founder of Gather Community Consulting and the former COO and founding partner of CMX. Her work has helped build communities with Google, Patreon, the American Medical Association, Coursera, and DoSomething.org. Charles H. Vogl has been working to build communities since his days as a Peace Corps volunteer in Zambia. He now works with leaders in tech, finance, media, government, and social change organizations to help them create effective change. He is a founding producer at Broken English Productions, creating work that has won several international awards, including the Amnesty International Movies That Matter Award. Vogl is a regular guest lecturer at his alma mater, Yale. Caroline Miller is a seasoned voiceover actor whose work includes medical narration and political-response messaging. She has narrated articles for The New York Times and The Washington Post, and she is an Audible Approved narrator with over one hundred titles to her credit.

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