Building Brand Communities (Summary)
ebook ∣ How Organizations Succeed by Creating Belonging
By Carrie Melissa Jones
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getAbstract Summary: Get the key points from this book in 10 minutes.
Organizations of all kinds – including commercial ventures, political advocacy groups, fan clubs, and professional and artistic associations – seek to build communities based on shared interests while delivering brand benefits. Authors Carrie Melissa Jones and Charles H. Vogl provide clarity, logic and structure to this endeavor with their comprehensive guide for founding, building and operating a brand community. They direct brands away from a transactional focus and toward helping community members meet their needs and, in the process, the organization’s needs as well.
Book Publisher:
Berrett-Koehler
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