There are certain words that are heavily used in marketing – they risk becoming buzzwords and attracting skepticism, and possibly, in the longer term, losing meaning. This is a shame, as the origins of a word and the concept it underpins are typically rich and relevant for the initially selected purpose. So, it is important for marketers to re-inject meaning into their chosen language so that it communicates as intended, and resonates with the audience – engaging and inspiring rather than confusing or diffusing interest.
So, what is community, and specifically, what is a brand community? Earlier this month, the BCAMA’s Marketline Magazine’s feature topic was “community.” There are several interesting perspectives that I encourage you to explore – full text available by clicking through on the link in this paragraph. I authored the piece on p15-16. Indeed, if you read the article (it’s only 2 pages!) – you’ll see that I interviewed two local marketers on their view of community within their roles. I talked with marketers at VanCity and Whitecaps FC and they were generous in sharing their thinking. Brands cannot own communities, but they can help to inspire them, support them, and harness them. This is part of the broader trend to user generated content, pull and permission as opposed to push and interrupt, and earned vs. paid marketing. Take a read and think through your approach to community in brand marketing – and how you will use language in your marketing role.
