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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 relationshlp. 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.
Subjects: INTERNET marketing; MARKETING management; DEMAND forecasting; SHARED services (Management); TRUTHFULNESS & falsehood; RELATIONSHIP marketing
Publication: Journal of Brand Strategy, 2013, Vol 2, Issue 2, p134
ISSN: 2045-855X
Publication type: Academic Journal
DOI: 10.69554/invz9239

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Find the shared interest: A route to community activation and brand building.