d e c o d i n g

BRAND COMMUNITIES

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CREATED BY jenny lee DESIGNED BY melissa thornton

© 2 0 0 9 T h e C u l t B r a n d i n g C o m p a n y

BRAND COMMUNITYGreat brands harness the power of the

to cultivate undying customer loyalty.

sponsors HOG rallies around the world.

HARLEY-DAVIDSON

The Harley Owners Group is much more than just a motorcycle organization. It's one million people around the world united by a common PASSION : making the Harley-Davidson dream a way of life.

-harley-davidson.com

“

”

sponsors the annual Taking the States Tour, a two-week cross country road trip with scheduled MINI-stops along the way.

MINI

We believe that if the community is vibrant, it will expand and bring in the new members.”

-Jim McDowell, Vice President of MINI USA

“

throws festivals throughout the year on its mission to spread optimism and smiles.

LIFE IS GOOD

These free, homegrown, inspiring events spread good vibes by bringing communities together for good old-fashioned outdoor fun.

-lifeisgood.com

“”

BRAND COMMUNITIESWhat do all

have in common?

BRAND COMMUNITIESWhat do all

have in common?Marketing professors Albert Muniz & Thomas O'Guinn uncovered three attributes that all brand communities share.

BRAND COMMUNITIEShave a shared consciousness that connects members to the brand and one another.

#1

MACusers value aesthetics and a creative lifestyle, differentiating them from the masses.

BRAND COMMUNITIESuphold rituals and traditions that involve public greetings to recognize and acknowledge fellow Brand Lovers.

#2

owners have upheld a tradition of acknowledging one another on the road—by flickering their headlights, waving, or raising two hands out the sunroof.

MINISince it's birth in the UK,

BRAND COMMUNITIESpreserve a sense of moral responsibility among their members.

#3

”

Mac User Groups are a rewarding way for you to share your expertise. Someone may have helped you learn about technology; now you can repay the favor while meeting new people and making new contacts.

-apple.com

“

BRAND COMMUNITIEScan exist in a fully virtual space as well.

BUT DID YOU KNOW...Members can feel a part of the community without ever having contact with others—either in person or online.

BRAND COMMUNITIESTrueexist in the mind of the individual.

BELONGINGHere, a sense of

can transcend both the physical as well as the virtual space.

PSYCHOLOGICAL BRAND COMMUNITY.This is called a

Customers are attracted to certain brands because they fulfill specific biological and emotional needs.

Maslow’s Hierarchy of Human Needs

Transcendence

Self-Actualization

Aesthetic Needs

Cognitive Needs

Esteem Needs

Belongingness and Love Needs

Safety Needs

Biological and Physiological Needs

THE APPLECOMMUNITYextends far beyond MUGs (social). Apple fulfills the human aesthetic needs of beauty and simplicity (psychological).

LIFE IS GOODfulfills self-actualization needs in its mission to make the world a better place.

EMOTIONAL CONNECTIONThrough this

to the brand, consumers can feel part of the community without ever meeting another member in person or online.

BRAND COMMUNITIESTo sum up:

are both social and psychological.

BRAND COMMUNITYHow do you create a

?

COMMUNITIESYour customers create

on their own, but there are steps you can take to increase the likelihood.

Determine how your customers are emotionally connected to your brand.

#1

understands that their customers’ handbags are an extension of the self, keeping life’s necessities within reach.

COACH

Determine what your brand symbolizes in the minds of your best customers.

#2

THE HARLEY ICONshowcases a flying eagle—a dynamic symbol of power,

choice, and freedom.

Support the community so that it reinforces the psychological attraction

customers have towards your brand.

#3

PSYCHOLOGICAL MOTIVATORSOnce these

are uncovered, you have a blueprint for implementing tangible strategies.

Whenever possible, create a space where your customers can

meet and interact with one another—either in person or online.

#4

Sponsor social events that reflect your brand’s mission.

#5

Set up conditions for a fun, playful environment where friendships can be made.

#6

The stronger the bond members have to one another, the stronger the bond members will have with your brand.

Don’t control the community. Instead, participate as a co-creator.

#7

BRAND COMMUNITIESWhether physical or virtual, social or psychological,

are the hallmark of great brands, keeping customers connected, faithful, and coming back for more.

It takes a

to raise a brand.

YOUR BRAND HERE

COMMUNITY

for more on building brand communities,

visit: www.cultbranding.com/brandcommunity

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from the creative minds @ www.cultbranding.com