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RECOGNIZING COMMUNITY, BRAND COMMUNITY, AND BELONGING

This chapter will clarify the relevant terms we all need in order to recognize and support community building. As we distill the terms, we provide a list of elements that must be incorporated for success. Just knowing the terms provides all with a stronger vision to recognize and discern effective brand communities.

As we stated in the introduction, we define a community as a group of people who share mutual concern for one another. (Hereafter in this book, we will refer to “mutual concern for one another” as “mutual concern.”) Communities convene around at least one shared value, usually more.

In his book The Art of Community, Charles shares fundamental wisdom about how communities come ...

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