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Community Centers

Brand Community Media Strategy Features

Netflix: Q2 2007 Update
In August of '05, I first wrote about the challenge Netflix faces to retain subscribers. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix needed to replace more than HALF of its subscribers every year. Now two years...

Fidelity Mag Redesign: An Update
I just received the new, redesigned Fidelity magazine (dated May 2007). In an earlier article (Fidelity Magazine: Could Be Great), I noted four areas in which the magazine could be improved: Customer focus. I suggested that putting customer-focused content (not...

Healthy Pet: A Perfect Balance
A Perfect Balance
By David M. Kalman
Have you seen Healthy Pet magazine, published by Zoasis of Huntington Beach, California? A 36-page full color magazine, Healthy Pet arrived with a personalized half-cover announcing that it's time for Joey -- my cat -- to come in for a...
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Brand Community Media Strategy on the Web


NY Times Profiles Ad Guru Robert M. Greenberg BrandMagnet's Dave Kalman in the NY Times Sunday Business Building "GeoFree" (non-geographically bound) Brand Communities Using Blogs. Interesting, but "GeoFree" brand communities existed (on BBS's, online forums and groups) long before blogs. (PDF) PBS's Frontline forum on the persuasiveness of advertising and the role of culture and consumerism. Martin Lindstrom's writings on the Web. An awesome branding library. Opportunities for managing mobile communities with a brand community framework (pdf). Smart companies build brand communities. Smart writers look for case studies other than Harley. The New York Times Magazine on the Apple Newton brand community (free registration required).		The social science of building brand communities. For the hardcore ($). Building Community on the Harley-Davidson Posse Ride. A classic brand community case ($). The 9 types of net communities and their impact on brand marketing (pdf). The membership branding model explained! How company employees help build a brand. On Marketing Profs (free registration required). A seminal theory of brand communities, by professors Albert M. Muniz, Jr. and Thomas C. O'Guinn (Journal of Consumer Research subscription required.) What powerful brands have in common. 1 of 3 by branding guru Martin Lindstrom Can you nudge a brand community into being? 2 of 3 by Martin Lindstrom

Brand Community Media Strategy

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Terrella Media Corporate
The brand community media authority