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Online Communities Handbook: Building Your Business and Brand on the Web by Nancy Strauss, Anna Buss

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Define the Role of Your Brand

Another important strategic question is how visible the association should be between the community and your brand. You may have a fashionable brand that consumers already know and love. Nintendo, Apple, BMW, Lego, and M&M’s are examples of brands with a high level of established popularity. Most companies are in a different situation: people like their brands but do not love them. In this case, we recommend avoiding a strict separation between brand and community sites.

Figure 3.2. Tremor: A community where the brand is invisible.
Figure 3.3. Pro·Age Network: The design makes it clear that ...

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