You don’t just create communities
There’s an interesting interview with Woody Harrelson in today’ Sunday Times. In it he talks about choosing to live in an environmentally conscious community in Maui which he describes as “we all get together for Thanksgiving and look after each other’s kids. It’s a real community, like one I’ve never been a part of in my life”.
This got me thinking about everybrand’s attempts to create communities online. Particularly in a jumping-on-the-bandwagon kind of way. The thing is, you don’t just create communities. You create a place where similarly-minded people can come together. Its not ‘I am brand, come worship at my website’, its ‘you love our stuff? that’s great, come and talk to us about how we can be even better and maybe connect with some people who love us too’. I know this isn’t exactly new news, but I’m constantly amazed by the number of brands that still don’t get it.