Building Brand Communities

8

CREATING SHARED EXPERIENCES AND SPACE

In part 1, we spoke of the importance of shared experiences for any brand community. Although community shared experiences can include both planned and surprise events, here we will address planned events, as these are the kind that leaders organize. We’ll refer to these as “events” for simplicity.

The principles discussed here apply to both “paramount gatherings” and local gatherings. A paramount gathering is a large event for the whole community, where members can meet one another, learn from elders, and participate in the community maturation (or evolution). The paramount gathering invites people to convene from wherever they live globally. Members share in rituals. (See The Art of Community chapter ...