CHAPTER 1

Why, What, and How?

Community Reboot

The 5-Sources Model starts with the fundamental question: Where is your brand? Where does it exist? Before I would have said that it exists within your company, with its people and possibly on the shelf or online. It is articulated in a strategy document. We often see your brand in traditional marketing communications. It is part of the vision.

The 5-Sources Model says those days are over. What I like to say is that traditional branding has been rebooted by the community. The days when companies had control over the brand are over because something called “the community” has broken free from its offline cage. Like antimatter, the community and its offline and social media presence have reabsorbed ...

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