Belonging to the Brand and the Art of Building Community, with Mark Schaefer (MDE512)
Leadership, Brand Strategy & Transformation - Minter Dialogue
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The Importance of Community in Marketing
The biggest mistake that you look at when talking to people who are in marketing, my feeling is that it's that they think they have purpose. And if you can't find that intersection of why you exist and what you're trying to achieve as a brand then there's really not a good business case for community. You know, one of the things I'm proud of in the book is I introduce many, many new case studies including Patagonia which has an intersection of purpose and soul of community.
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