Acesse a sua conta getAbstract para obter o resumo!
![Building Brand Communities](/summary-img/x38313-KMC483R4.jpg,qh=M,ab=0.pagespeed.ic.VtQY2pzToW.jpg)
Acesse a sua conta getAbstract para obter o resumo!
Carrie Melissa Jones and Charles Vogl
Building Brand Communities
How Organizations Succeed by Creating Belonging
Berrett-Koehler, 2020
Sobre o que é?
A brand community fulfills the needs of its members and your organization.
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.
Summary
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.
Comment on this summary