Motion Trends Ripper Bike

Stumble this presentation by Bernard Cova on the issue of brand communities.

http://www.dea.unipi.it/db/UtentiEA/rsbrana/Cova,%% 20Brand 20communities.pdf

The important distinction recovery in this presentation is one of "brand community" and "Consumption tribes": the first is centered on a specific brand, the latter refer to common interests in consumption but not necessarily tied to a brand. The focus of 'intervention' s company change course in both cases.

'approach Cova assigns particular importance to study the "rites" of the community, through which you create the glue for the more important principle reaffirmed partecipazione.Un (personally I think the basic principle to avoid wasting resources in these projects) is that we need to leverage existing communities rather than invent new communities. I think it's important to remember that communities are phenomena social, can not be born in the laboratory.

An important lesson comes from recent experience is that you must set up a partnership with community members to include them in projects and business decisions (es.Nissan), not only consider the 'context of the exchange of information or socialization.

AM