What is Community? #5

From Scott Bowers at Oakley:

As human beings we have an innate need to bond with others.    May it be for love, protection, self expression, a reason for being, or cause we need to bond. In bonding commonality is the first step.  Bonding can be achieved individually, or within the safety of a larger group.  Communities are based on commonalities, therefore they give us instant access to being part of what it is we want to bond to.  Communication is “key” in driving communities as it is the basis of sharing the reason for existence and identifying others who have common interests. 

With the advent of the internet, communities are multiplying, cross pollinating and thriving more than ever in our history.  From a marketing perspective marketers must recognize the potential in communicating to the communities that most align with the direction of their business.  Targeting communities will become more beneficial than simply targeting individuals.  But, to be successful the communication must connect with the community in an authentic way.

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