5. “
The Harley Owners Group is
much more than just a
motorcycle organization. It's
one million people around
the world united by a
common PASSION : making
the Harley-Davidson dream
a way of life.
” -harley-davidson.com
6. MINI
sponsors the annual Taking the States Tour, a two-week cross
country road trip with scheduled MINI-stops along the way.
7. “
We believe that if the
community is vibrant, it will
expand and bring in the new
members.
” -Jim McDowell, Vice President of MINI USA
8. LIFE IS GOOD
throws festivals throughout the year on its mission to spread
optimism and smiles.
9. “
These free, homegrown,
inspiring events spread
good vibes by bringing
communities together
for good old-fashioned
outdoor fun.
” -lifeisgood.com
11. What do all
BRAND COMMUNITIES
have in common?
Marketing professors Albert Muniz & Thomas O'Guinn
uncovered three attributes that all brand communities share.
12. #1
BRAND COMMUNITIES
have a shared consciousness
that connects members to the
brand and one another.
14. #2
BRAND COMMUNITIES
uphold rituals and traditions
that involve public greetings to
recognize and acknowledge
fellow Brand Lovers.
15. Since it's birth in the UK,
MINI
owners have upheld a tradition of acknowledging one another
on the road—by flickering their headlights, waving, or raising
two hands out the sunroof.
16. #3
BRAND COMMUNITIES
preserve a sense of moral responsibility
among their members.
17. Mac User Groups are a
“
rewarding way for you to
share your expertise.
Someone may have
helped you learn about
technology; now you can
repay the favor while
meeting new people and
making new contacts.
-apple.com
23. Transcendence
Self-Actualization
Aesthetic Needs
Cognitive Needs Maslow’s Hierarchy of Human Needs
Esteem Needs
Belongingness and Love Needs
Safety Needs
Biological and Physiological Needs
Customers are attracted to certain brands because
they fulfill specific biological and emotional needs.
24. THE APPLE
COMMUNITY
extends far beyond MUGs (social). Apple fulfills the human
aesthetic needs of beauty and simplicity (psychological).
25. LIFE IS GOOD
fulfills self-actualization needs in its mission
to make the world a better place.
26. Through this
EMOTIONAL CONNECTION
to the brand, consumers can feel part of the community
without ever meeting another member in person or online.
41. Whether physical or virtual, social or psychological,
BRAND COMMUNITIES
are the hallmark of great brands,
keeping customers connected,
faithful, and coming back for more.