Building Brand Communities: How Organizations Succeed by Creating Belonging

Building Brand Communities: How Organizations Succeed by Creating Belonging

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Author: Jones, Carrie Melissa

Brand: Berrett-Koehler Publishers

Color: White

Binding: Hardcover

Number Of Pages: 288

Release Date: 09-06-2020

Details: Product Description The guide for organizations gathering people to transform their brand and field.Top tier organizations, whether non-profit, political, faith-based or commercial, know that meaningful connections unlock unprecedented outcomes. But too many brands mistakenly rely on superficial transactional relationships to connect with partners, employees, and customers. In this especially lonely era, people want something deeper. Carrie Melissa Jones and Charles Vogl reveal how to build authentic brand communities, where members grow mutual concern, share personal values, and gather in meaningful experiences, both online and off. Successful communities help members grow into who they want to be. An authentic brand community is far more than a group working alongside one another or a list of customers connected to a brand on social media. Carrie Melissa Jones and Charles Vogl present practices used by global brands like Yelp, Twitch, Salesforce, Airbnb, Sephora, Patagonia and others to meaningfully connect with the people critical for their success. Building Brand Communities distills key lessons to create engaged and effective communities by growing mutual concern, expressing common values, and sharing experiences. Success can develop fiercely loyal collaborator and customer relationships.The authors articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, creating community forums and building transformational movements. They also reveal principles to grow a new brand community to critical mass. This is a comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.Winner - Axiom Business Book Gold Award Review "In an increasingly lonely world, Building Brand Communities provides a well-lit path to authentic community. The book brims with easily relatable anecdotes from organizations on the front lines of innovation. In the media world, you are only as good as the user communities you build. It's not easy. But if you follow the lessons imparted by Charles and Carrie in this noteworthy book, you can be very good indeed."- Eric Schurenberg, CEO, Fast Company & Inc."For too long, we've used the term 'brand community' as a lazy shorthand for 'customers.' Jones and Vogl provide fresh insight into the powerful ways that brands can authentically connect us."- Ben Casnocha, co-author (with Reid Hoffman) of #1 New York Times Bestseller The Start-up of You"Building Brand Communities is powerfully insightful and by far the most practical guide on building authentic community that we've found. We're excited to invest the shared wisdom into practices that drive employee health & well-being worldwide!"- Newton Cheng, Global Health & Performance Lead, Google"I am blown away by this book. It's so relevant and so instructive. Vogl and Jones writing is friendly and easy to read. I'm already sharing this across our organization and beyond."- Rusty Robertson, Co-founder, Stand Up to Cancer | Robertson Schwartz Agency"In today's business world, building community is a vital skill. With this book, Carrie and Charles provide all the tools to build your uniquely powerful community or movement." - Amy Nelson, CEO and Founder of The Riveter"Brands looking to create or tap into their true communities need to know that it's a journey. If you don't know your way, you'll need a wise guide, and you will find none better than Vogl and Jones."- Marcus "djWHEAT" Graham, Director of Creator Development, Twitch About the Author Carrie Melissa Jones is the founder of Gather Community Consulting and the former COO and Founding Partner of CMX. Her work has helped build communities with Google, Patreon, the American Medical Association, Coursera, and DoSomething.org. In 2016, Salesforce named her one of three experts to follow in community management. Charles Vogl

EAN: 9781523086610

Package Dimensions: 11.5 x 6.3 x 1.0 inches

Languages: English