Carrie Melissa Jones

Building Brand Communities Carrie Melissa Jones

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.