Belonging to the Brand

Belonging to the Brand: Why Community is the Last Great Marketing Strategy

Bestselling author and futurist Mark Schaefer explains why community is a vastly overlooked marketing opportunity for most organizations. He explains how three major trends are colliding in a way that makes brand communities the future of marketing strategy.

Highlights include:

• How community relates to the emotional connections developed via social media and content
• Why demographic, technological, and societal trends favor a new community strategy
• A new view of the ROI of community
• How a community strategy upends traditional marketing management
• The psychological connection between communities and brands
• Why NFTs and the metaverse change the game for community strategy
• Powerful brand benefits overlooked by most community strategies today

Through extensive research, diverse case studies, and expert interviews, Schaefer provides an inspiring, compelling and actionable blueprint for the modern brand community.

Review:

Timothy Hughes

In the book “belonging to the brand – why community is the last great marketing strategy”, Mark explains how marketing today is broken.

People have had enough of the constant spam through cold calling, email marketing and advertising. He also explains how even modern marketing techniques like SEO does not work for most companies.

So, what is a business to do? That’s where Mark explains how forming groups and communities is something humans have done since prehistoric times. Why? Because for humans a community is psychological safety … and as long as a salesperson or a marketer does not try to sell you anything, we will be happy in the community like a pig in dirt. Why? Because a pitch, puts us in flight or fight mode, always has, always will.

Mark backs this all up with examples and explanations about how you can build communities in your business, non-for-profit etc.

About the Author:

Mark W. Schaefer is a futurist and the bestselling author of some of the world’s most beloved marketing books. He is the author of the world’s first book on influencer marketing (“Return On Influence”), the bestselling book on Twitter (“Tao of Twitter), and seminal books like “The Content Code,” “KNOWN” and “Marketing Rebellion” which are used as assigned texts in more than 50 universities.

His epic new book, “Belonging to the Brand: Why Community is the Last Great Marketing Strategy,” is a spellbinding view of the massive potential of brand communities that can not only benefit businesses, but actually help heal the mental health challenges of our age. “Belonging to the Brand” soared to number one in the marketing category on Amazon, the sixth time Mark has achieved that status.