Appendix A
BRAND GOAL PRACTICES
Here you will find a deeper discussion of principles that can help a community serve particular brand goals.
Innovation Community Practices
If you want your brand community to support innovation powerfully, you must heed these principles.
Make Exclusive Invitations
The innovation community is an inner ring. Not everyone in the world or even in a given fan community gets invited or has an equal voice in the innovation conversation. Helpful ideas can come from unexpected people, but too many voices all treated equally will overwhelm designers, leaders, and strategists. In addition, not everyone is equally knowledgeable or experienced in the challenges at hand. When it comes to product development, outdoor apparel ...
Get Building Brand Communities now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
