in larger communities. Interpersonal relations dominate in the smaller clubs
while the direct influence of the marketer on key member behaviour is greater in
the larger communities.
The community approach is more suitable for the retention than the acquisition
of members. Findings prove that the active engagement of consumers in a brand
community is more efficient when targeting consumers who already have an affir-
mative relationship with the brand instead of newcomers to the brand.
No selling should be attempted in the community setting. If the marketer
manages to facilitate a successful brand community, the increased brand loyalty
will pay off when the consumers are ready. Trying to push a sale in a community
context would turn off members’ community spirit and could ultimately make
them leave the community and the brand.
This overriding dilemma in the community approach is reflected in all aspects of
the managerial implications. On the one hand, community members are so enthusi-
astic about a specific brand that it plays a role in their social life; on the other hand,
they do not like intentional marketing. Community members prefer to feel on their
own and in charge of brand meaning and the interaction in the community.
200 Seven brand approaches
Box 9.7 Do’s and don’ts in the community approach
Do Don’t
Acknowledge the power of the Don’t ignore community member
consumer in the creation of brand feedback and prevent collective
meaning and equity rejection of marketing activities
Use the feedback from community Don’t involve your customers too
members for grass-roots innovation much, as it can result in resentment
Purposely select, initiate, manage Don’t be too present as a marketer
and control the interactions among – adopt a ‘behind the scenes’
consumers presence
Build brand communities that Be aware that competitors can
enhance shared customer ‘snoop’ easily through the
experiences community
Use brand communities mainly Don’t use communities to recruit
as a retention tool new consumers
Use brand communities to tap Don’t attempt selling within the
into brand meaning context of the community
Use community ethos to develop Don’t overuse the unique ethos of
and vitalize the brand the community and thereby dilute
brand mystique