When your Brand Lover's come together they belong. Consumers shed their individuality to to become Harlistas. Joining the collective mind of the brand.
Brand communities confront the business with two opposites; humans have a need for individuality (your own mind) on the other side we have the need to belong (joining the collective mind).
How to resolve the tension?
In our latest white paper, team member and psychologist Jenny Lee dissects in detail, the psycho-social motivations for joining communities and how to cultivate them for your brand.
Learn why brand communities form and what you can do to support them:
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