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Building Brand Communities
Book

Building Brand Communities

How Organizations Succeed by Creating Belonging

Carrie Melissa Jones and Charles Vogl
Berrett-Koehler, 2020

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Editorial Rating

8

Qualities

  • Comprehensive
  • Well Structured
  • Concrete Examples

Recommendation

Organizations of all kinds – including commercial ventures, political advocacy groups, fan clubs, and professional and artistic associations – seek to build communities based on shared interests while delivering brand benefits. Authors Carrie Melissa Jones and Charles H. Vogl provide clarity, logic and structure to this endeavor with their comprehensive guide for founding, building and operating a brand community. They direct brands away from a transactional focus and toward helping community members meet their needs and, in the process, the organization’s needs as well.

Take-Aways

  • A brand community serves its members and your organization.
  • Brand communities nurture authentic connections and relationships that deepen over time.
  • Effectively administered brand communities address common challenges and fulfill seven organizational goals.

About the Authors

Carrie Melissa Jones founded the brand community consultancy, Gather Community Consulting. She was a founding partner and COO at CMX. Charles H. Vogl, an executive adviser and guest lecturer at Yale, wrote The Art of Community and Storytelling for Leadership.

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