How to build a community brand
summary
Argues community branding is a business strategy, not marketing, with concrete examples: GarageGames grows 200,000 developers around its engine and launches Indie Games Con with ~100 attendees; an 18-role taxonomy lists 18 community roles to identify ambassadors, storytellers and catalysts; Harley-Davidson and CCP reorient companies around fans; warns Zynga-style KPI tuning can atrophy brands; recommends to prioritize storytellers and connectors and to own mistakes (Gabe Newell rollback) rather than try to “manage” a community.
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chapters (5)
- 0:00Start
- 0:14Market Research
- 4:40Perception Is Reality
- 11:02Roles within Community
- 12:40Community Storytellers
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