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