It’s hard to build a community around brands that aren’t symbols for something bigger. There’s no uniting purpose. You don’t introduce yourself to someone drinking a can of coca-cola.
A Saturn is a symbol. A Kindle is a symbol. Most niche magazines are symbols. A Saville Row suit is a symbol. They’re symbols because they symbolize something about the person; something that others will recognize.
Symbols aren’t especially about price or involvement (though there is a lot of correlation – symbols can charge premiums etc..). It’s about how emotionally engaged the individual is in the meaning behind the product.
Make meaningless products and you have no symbols upon which to create a community. Nearly every failed branded community lacks strong symbols.
I agree that brands that are symbols are a better natural fit for a successful online community, but I also think a brand can have community success if a need is truly being served. An un-sexy brand that sells shoe inserts, for example, could find success by bringing together people who need better information about foot care or shoe selection.
Posted by: jack | Friday, 12 March 2010 at 12:49