I have read the first couple 3 Chapters of Communities Dominate Brands (I’m a slow reader - only read a couple of chapters a week) and I’m really enjoying this book (which was partly inspired by Howard Rheingold’s work, by the way).

Ahonen and Moore have said something in the introduction I found noteworthy - “….communities have been an undefined or underestimated barrier to recent marketing successes…..by harnessing community power and working with them, a modern marketer can succeed in delivering remarkably positive marketing effects to the intended target audience”

Communities Dominate Brands puts forth an idea that many businesses are only slowly waking up to …. your marketing to communities; to succeed now requires finding a community that responds (or building one from scratch - if you can). Till recently, most marketing was disruptive in nature, and people have turned off to that … filtering it all out.

“…….Communities that use mobile phones to share, influence, connect and participate are spontaneously emerging in all countries in all areas of interest, from car shopping to bird watching to anti-government revolt. Rather than the armchair networkers of fixed Internet communities, those who connect on mobile phone communities are young, mobile and active. They can suddenly swarm and appear by literally the thousands on a moment’s notice. These “smart mobs” as Howard Rheingold wrote in his book of the same title in 2003, can become activists either for or against any authority, politician, company, product or service.”

It’s these “communities” that business now needs to communicate with (2 way) and cultivate in order to succeed…and that’s really ground braking - because most business does not work that way …even now.

Interesting book, I’m glad Tomi T. Ahonen had his publisher send me a copy to review - I’ll have more to say about Communities Dominate Brands after I read a couple of more chapters.

Links: Communities Dominate Brands

I have read the first couple 3 Chapters of Communities Dominate Brands (I’m a slow reader - only read a couple of chapters a week) and I’m really enjoying this book (which was partly inspired by Howard Rheingold’s work, by the way).

Ahonen and Moore have said something in the introduction I found noteworthy - “….communities [...]