Memmo - AI-verktyg och digital kurslitteratur

Building Brand CommunitiesÉdition 1

par Carrie Melissa Jones, Charles Vogl

Année de publication: 2020

Pages: 264

ISBN: 9781523086610

Éditeur: Berrett-Koehler Publishers

Catégorie: Marknadsföring & PR

À propos de ce livre - Building Brand Communities

An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships.

Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be.

Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.

Louer ou acheter votre manuel

0

Payer avec Klarna

Garantie satisfait ou remboursé de 14 jours

Avant Memmo, mes notes étaient éparpillées dans des PDF. Maintenant, un espace de travail rassemble tout — je vois exactement ce qu'il me reste à étudier.

Les résumés de Memmo sont en or avant les examens. Pas besoin de relire 800 pages deux semaines avant — juste l'essentiel.

Le chat IA m'a sauvé la veille d'un examen plus d'une fois. Je pose des questions jusqu'à ce que je comprenne — pas besoin d'attendre la réponse d'un groupe d'étude.