Members of pooh are united by
shared goals or values (think Republicans,
Democrats, or Apple devotees). Decades of brand management theory
have schooled managers in a poolbased
approach to brand building:
Identify and consistently communicate
a clear set of values that emotionally
connect consumers with the brand. Unfortunately,
pools deliver only limited
community benefits - people share a
set of abstract beliefs but build few interpersonal
relationships. Further, the
common meaning that holds members
together often becomes diluted if the
brand attempts to grow. Unless the affiliation
to a brand idea is supplemented
with human connections, community
members are at risk of dropping out.
The solution lies in using webs and hubs to strengthen and expand the
community.