Find the shared interest: A route to community activation and brand building

David Aaker
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David Aaker: Berkeley-Haas School of Business, USA

Journal of Brand Strategy, 2013, vol. 2, issue 2, 134-145

Abstract: A digital marketing programme designed to communicate a firm or brand will not in most cases get traction. Instead, it is better to find the customer's sweet spot, discover what customers are interested in — or even passionate about — and make the brand a partner with this ‘shared interest’. Such a shared interest can activate customers and create a community. The result can elevate a brand by creating energy; enhancing likeability and credibility; and forming a relationship. The programme can be integrated into an offering, linked to the brand, or a stand-alone sponsorship. If a shared-interest programme cannot realistically get traction, an option is to attach to an existing programme.

Keywords: shared interest; digital marketing; social media; customer relationships; customer connection; digital strategy; customer community (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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