Community is getting buzzy for brands. While good for Loyal and all of our careers, it's not necessarily positive, or even interesting, for consumers. With attention already spread thin, how can they possibly participate in "just one more" thing? In the next couple years, we're going to see brands go deep into community, and many will fail not for lack of anything other than scarcity and quality. Only the truest and most authentic, value-additive communities will prevail. Anyone else feeling a little communitied-out?
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"We are like islands in the sea, separate on the surface but connected in the deep." - William Jones, fka "Father of American psychology"