How brand communities and user-generated content can accelerate business success
Building a brand today goes far beyond offering great products or services. At the core of it all is the users, and for many successful companies, there is an engaged and loyal brand community that is connected with the brand and each other due to their shared values and experiences. Brands no longer own the narrative. Audiences shape it too. You can script the message you want to share, but communities will remix, reframe, and reinterpret it through their own cultural perspective.When done right, these communities become powerful engines for growth, influencing everything from customer retention and user-generated content (UGC) to product development and marketing strategies.