What is a Brand Community with Mark Schaefer

What is a brand community? Author and marketing expert Mark Schaefer wrote an entire book about the concept, Belonging to the Brand. In this Brainfluence Brief, Mark challenges the common misconception that a community is simply a list of customers or blog readers. He explains that a genuine community is characterized by real connection and interaction between individuals. It goes beyond just a transactional relationship.

Mark reveals that many brand communities struggle due to a heavy focus on sales goals rather than fostering a sense of unity and shared purpose. He emphasizes the importance of having a unifying purpose that captivates and engages members, allowing them to compete for attention in an increasingly crowded digital landscape.

Full podcast video: https://youtu.be/aouKfun9SCk
Show notes, audio, text, resources: https://www.rogerdooley.com/mark-schaefer-belonging/

Mark Schaefer is a speaker, consultant, author, and teacher who helps businesses and individuals thrive in the digital world. He has a wealth of experience in marketing and organizational development, as well as seven patents and a faculty position at Rutgers University. He writes the {grow} blog and hosts The Marketing Companion podcast, which are both highly regarded in the marketing field. He has also written 10 books on topics such as influence marketing, personal branding, and social media strategy. His books are used as textbooks at many universities and have been translated into 15 languages. He has worked with global brands and governments, and has been featured in many media outlets. He is a columnist for The Harvard Business Review, and Entrepreneur Magazine. His new book is Belonging to the Brand: Why Community is the Last Great Marketing Strategy.

Видео What is a Brand Community with Mark Schaefer канала Roger Dooley