Communities Dominate Brands

November 26th, 2006

Lots of interesting books coming out. This one is no exception:

Communities Dominate Brands:

“The book explores the problems faced by branding, marketing and advertising facing multiple radical changes in this decade. Communities Dominate Brands discusses how disruptive effects of digitalisation and connectedness introduce threats and opportunities. The authors compellingly illustrate how modern consumers are forming communities and peer-groups to pool their power resulting in a dramatic revolution of how businesses interact with their customers. The book provides practical guidance of how to move from obsolete interruptive advertising to interactive engagement marketing and community based communications, with dozens of real business examples from around the world.”

Here’s the LibraryThing page. I’ve asked my public library to order it. (via)

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