The Choice Most Brands Don’t Know They Have

August 3, 2011 Comments Off

A community doesn't have to be about the organization.

T.M. Lewin could have created an exciting community for people passionate about particular areas of fashion, lifestyle or to trade advice for dressing in different situations (guys desperately need this). 

Instead they launched a bland customer-service style community which attracts very little activity.  

I suspect they didn't realize it was a choice, most brands don't. You get to decide what the community will be about. Don't default to the community being about your brand. Very few organizations are interesting enough for a community.

p.s. And if people bother to ask a question, it's essential they get a reply. 

Comments Off

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