Building Brand Communities

7

LEADERS’ AND MANAGERS’ ROLES

Now that you know how to recognize a brand community, how they often support organizational goals, and the principles for growing them, we can go deeper into ideas you’ll need to understand in order to create communities that serve both members and organizations. No matter what your community growth stage or what outcome you seek, these topics will remain critical. Many leaders misunderstand each area, and the misunderstandings often create something toxic. The chapters of part 3 will discuss these five critical areas.

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All healthy and mature communities have people who lead them with some kind of formal or informal authority. Because we’re discussing brand communities, the authority will almost always operate ...