Getting Brand Communities Right. Tactics Vary, but the goal is connect with the people. Getting Brand Communities Right. #1: A brand community is a marketing strategy. Filed under: Conceptual Articles — Leave a comment. Twenty-five years later, the company boasted a top-50 global brand valued at $7.8 billion. Communities become stronger by highlighting, not erasing, the boundaries that define them. Reason was Harley’s commitment to building a Brand Community A group of ardent consumers organized around the lifestyle, activities, and ethos of the brand. #2: A brand community exists to serve the business. Overall, executing this brand community strategy requires an organization-wide commitment and the willingness to work across functional boundaries. Idea 1: A brand community is a business strategy, but not a marketing strategy. Having brand communities right increases customer loyalty, lowers marketing costs, verifies brand meanings and realizes and inflow of ideas to grow the business, together resulting in powerful returns. Pepsi VS Coca Cola Apple VS Microsoft Dove 'Campaign for Real Beauty' Harley Owners Group (H.O.G) membership club "Brotherhood" of the riders Susan Fournier and Lara Lee Getting Brand Communities Right 3. Background In 1983, Harley-Davidson faced extinction Twenty-five years later, the company boasted a top-50 global brand valued at $7.8 billion. November 17, 2010. This article is about branding company images in ways that are effective with both the customers who are buying and also the companies who are looking to create brand loyalty to customers in need. 1. As a Fortune 500 executive, operator with extensive P&L management experience, corporate intrapreneur, and consultant to senior leaders from startups to the C-suite, Lara Lee has spent over 30 years pioneering new territory and leading transformational change. Idea 4: Brand communities thrive on conflicts. Central … - Selection from HBR's 10 Must Reads on Strategic Marketing (with featured article “Marketing Myopia,” by Theodore Levitt) [Book] Getting Brand Communities Right by Susan Fournier and Lara Lee IN 1983, HARLEY-DAVIDSON FACED extinction. Find emotional support 2.