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.
