HOGs, duct tape and dialogue: online community case studies
As mentioned in our most recent podcast, online brand communities are effective when integrated with overall business strategy. Here are a few places where you can find good examples of these communities in action:
Harley-Davidson case study – A comprehensive examination of the Harley brand community phenomenon on WebProNews. Quotable quote: “It’s one thing for people to buy your product or service, but it’s another for them to tattoo your logo on their biceps.”
Komjuniti case studies – A spin-off of the Brand Science Institute, Komjuniti is an agency dedicated to setting up brand communities. This page links to case studies about the creation of online brand communities for companies including Nutella, Coke, eBay, BMW, Nike and 3M. Quotable quote: “Investing in your own brand communities allows you to moderate brand specific dialogues and build long-term relationships.”
Duck Brand Duct Tape: Commodity with a Community – Here’s an entertaining story about a community which, as they say “really sticks to the brand” (boom, boom). Quotable quote: “What can be so fascinating about duct tape that consumers would actually care enough to form a community around?” Well, for one thing, you can make a prom dress out of it.
Should You Launch a Brand Community? – Not strictly a case study, but a comprehensive look at the pros and cons and steps involved in launching a brand community, produced by MarketingProfs. Quotable quote: “What’s important isn’t the platform or the tools that you choose – it’s starting a productive dialogue between customer and brand.”
Tags: online brand comunities
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