Because a brand is defined by its consumers, and its customers, by people. Before talking about a brand, we should talk about the community. Community does not refer here to the audience the brand wishes to access, but rather the audience the brand is already in reach with.





Comments


Written by crom84
3161 days ago

Good point about a corporate brand going through a "fragmentation" process. Guess some forethought and planning can help with this Emory.



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Share your small business tips with the community!
Share your small business tips with the community!
Share your small business tips with the community!