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BRAND COMMUNITIES
w w w. c u l t b r a n d i n g . c o m




CREATED BY jenny lee DESIGNED BY melissa thornton

         ©2009 The Cult Branding Company
Great brands harness the power of the
  BRAND COMMUNITY
 to cultivate undying customer loyalty.
HARLEY-
DAVIDSON
sponsors HOG rallies around the world.
“
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
MINI
sponsors the annual Taking the States Tour, a two-week cross
country road trip with scheduled MINI-stops along the way.
“
We believe that if the
community is vibrant, it will
expand and bring in the new
members.

          ”   -Jim McDowell, Vice President of MINI USA
LIFE IS GOOD
throws festivals throughout the year on its mission to spread
optimism and smiles.
“
These free, homegrown,
inspiring events spread
good vibes by bringing
communities together
for good old-fashioned
outdoor fun.

          ”          -lifeisgood.com
What do all
BRAND COMMUNITIES
have in common?
What do all
BRAND COMMUNITIES
have in common?
Marketing professors Albert Muniz & Thomas O'Guinn
uncovered three attributes that all brand communities share.
#1
BRAND COMMUNITIES
     have a shared consciousness
     that connects members to the
     brand and one another.
MAC
users value aesthetics and a creative lifestyle,
differentiating them from the masses.
#2
BRAND COMMUNITIES
     uphold rituals and traditions
     that involve public greetings to
     recognize and acknowledge
     fellow Brand Lovers.
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.
#3
BRAND COMMUNITIES
     preserve a sense of moral responsibility
     among their members.
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
BRAND COMMUNITIES
can exist in a fully virtual space as well.
BUT DID YOU KNOW...
Members can feel a part of the community without ever
having contact with others—either in person or online.
True   BRAND COMMUNITIES
       exist in the mind of the individual.
Here, a sense of

BELONGING
can transcend both the physical as well as the virtual space.
This is called a

PSYCHOLOGICAL BRAND COMMUNITY.
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.
THE APPLE
COMMUNITY
extends far beyond MUGs (social). Apple fulfills the human
aesthetic needs of beauty and simplicity (psychological).
LIFE IS GOOD
fulfills self-actualization needs in its mission
to make the world a better place.
Through this

EMOTIONAL CONNECTION
to the brand, consumers can feel part of the community
without ever meeting another member in person or online.
To sum up:
BRAND COMMUNITIES
are both social and psychological.
How do you create a
BRAND COMMUNITY ?
Your customers create

COMMUNITIES
on their own, but there are steps you can take to
increase the likelihood.
#1
 Determine how your customers are
emotionally connected to your brand.
COACH
understands that their customers’ handbags are an extension
of the self, keeping life’s necessities within reach.
#2
Determine what your brand symbolizes
 in the minds of your best customers.
THE HARLEY ICON
showcases a flying eagle—a dynamic symbol of power,
                choice, and freedom.
#3
    Support the community so that it
reinforces the psychological attraction
  customers have towards your brand.
Once these

PSYCHOLOGICAL MOTIVATORS
are uncovered, you have a blueprint for implementing
tangible strategies.
#4
 Whenever possible,
create a space where
 your customers can
meet and interact with
 one another—either
 in person or online.
#5
Sponsor social events that reflect
     your brand’s mission.
#6
     Set up conditions for a fun, playful
environment where friendships can be made.
The stronger the bond members have to
  one another, the stronger the bond
 members will have with your brand.
#7
Don’t control the community. Instead,
   participate as a co-creator.
Whether physical or virtual, social or psychological,

BRAND COMMUNITIES
               are the hallmark of great brands,
               keeping customers connected,
               faithful, and coming back for more.
It takes a

COMMUNITY
to raise a brand.




                    YOUR
                    BRAND
                     HERE
for more on
building brand
communities,
     visit:
www.cultbranding.com/brandcommunity
from the creative minds @ www.cultbranding.com


                   join us

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Decoding Brand Communities

  • 2. w w w. c u l t b r a n d i n g . c o m CREATED BY jenny lee DESIGNED BY melissa thornton ©2009 The Cult Branding Company
  • 3. Great brands harness the power of the BRAND COMMUNITY to cultivate undying customer loyalty.
  • 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
  • 10. What do all BRAND COMMUNITIES have in common?
  • 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.
  • 13. MAC users value aesthetics and a creative lifestyle, differentiating them from the masses.
  • 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
  • 18. BRAND COMMUNITIES can exist in a fully virtual space as well.
  • 19. BUT DID YOU KNOW... Members can feel a part of the community without ever having contact with others—either in person or online.
  • 20. True BRAND COMMUNITIES exist in the mind of the individual.
  • 21. Here, a sense of BELONGING can transcend both the physical as well as the virtual space.
  • 22. This is called a PSYCHOLOGICAL BRAND COMMUNITY.
  • 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.
  • 27. To sum up: BRAND COMMUNITIES are both social and psychological.
  • 28. How do you create a BRAND COMMUNITY ?
  • 29. Your customers create COMMUNITIES on their own, but there are steps you can take to increase the likelihood.
  • 30. #1 Determine how your customers are emotionally connected to your brand.
  • 31. COACH understands that their customers’ handbags are an extension of the self, keeping life’s necessities within reach.
  • 32. #2 Determine what your brand symbolizes in the minds of your best customers.
  • 33. THE HARLEY ICON showcases a flying eagle—a dynamic symbol of power, choice, and freedom.
  • 34. #3 Support the community so that it reinforces the psychological attraction customers have towards your brand.
  • 35. Once these PSYCHOLOGICAL MOTIVATORS are uncovered, you have a blueprint for implementing tangible strategies.
  • 36. #4 Whenever possible, create a space where your customers can meet and interact with one another—either in person or online.
  • 37. #5 Sponsor social events that reflect your brand’s mission.
  • 38. #6 Set up conditions for a fun, playful environment where friendships can be made.
  • 39. The stronger the bond members have to one another, the stronger the bond members will have with your brand.
  • 40. #7 Don’t control the community. Instead, participate as a co-creator.
  • 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.
  • 42. It takes a COMMUNITY to raise a brand. YOUR BRAND HERE
  • 43. for more on building brand communities, visit: www.cultbranding.com/brandcommunity
  • 44. from the creative minds @ www.cultbranding.com join us