Past, Present, and Future of Digital Brand Communities
You have to think of your brand as a kind of myth. A myth is a compelling story that is archetypal …. It has to have emotional content and all of the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.
—Deepak Chopra1
We have discussed how brands are using digital marketing tools to build brand community. These online communities are widely accepted and used by consumers, and brands are engaging across these media. While the community format is preexisting on the social media sites, the competent marketer invests resources in engaging consumers, creating a two-way dialogue, and fostering positive brand sentiment. It is not enough ...
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