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

Author

Listed:
  • Aaker, David

    (Berkeley-Haas School of Business, USA)

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.

Suggested Citation

  • Aaker, David, 2013. "Find the shared interest: A route to community activation and brand building," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(2), pages 134-145, June.
    • Handle: RePEc:aza:jbs000:y:2013:v:2:i:2:p:134-145
    as

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    More about this item

    Keywords

    shared interest; digital marketing; social media; customer relationships; customer connection; digital strategy; customer community;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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