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- Title
Find the shared interest: A route to community activation and brand building
- Authors
Aaker, David
- Abstract
A digital marketing programme designed to communicate a firm or brand will not in most cases get traction. Instead, it is better to find the customer's sweet spot, discover what customers are interested in — or even passionate about — and make the brand a partner with this ‘shared interest’. Such a shared interest can activate customers and create a community. The result can elevate a brand by creating energy; enhancing likeability and credibility; and forming a relationship. The programme can be integrated into an offering, linked to the brand, or a stand-alone sponsorship. If a shared-interest programme cannot realistically get traction, an option is to attach to an existing programme.
- Publication
Journal of Brand Strategy, 2013, Vol 2, Issue 2, p134
- ISSN
2045-8568
- DOI
10.69554/invz9239