From Tribes to Virtual Communities
What’s the Story?
Once upon a time, we believed in brands as being part of our personality and we gathered together with people who used the same brands, creating, this way, a brand community because people could relate to the story told by that brand, sometimes turning it into a myth. When advertising tells a credible story about a brand being the solution to customers’ problems, consumers tend to believe it and buy that brand.
People consume because it makes them happy. Every time that something is missing or is not quite right, we buy a product or a service. Every time we feel bored with what we already have, we look for something else to consume, whether it is a new pair of shoes, or subscribe ...
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