Brands that Build Communities

After writing a lot about community in both Spark and here on the blog, I've been wondering what's the latest state of brands and how the interact with communities by asking a couple of questions on Twitter.

1. "What brands have created the best communities around them?" Within a few hours I got about 50 answers. Here's the top 10:

1. Harley Davidson
2. Obama
3. Lego
4. Nike
5. Threadless
6. P&G
7. Dell
8. Starbucks
9. Whole Foods
10. Trader Joe's

2. "What makes a great community?" And, again the Top 10?

1. self-generating (do stuff)
2. belonging (feel part of group)
3. identity (stand for something)
4. experiences (bring people together)
5. a great cause
6. working to a shared goal
7.  feedback & recognition
8. ease of participation
9. respect
10. love of and interest in a common goal

I'd love to get your thoughts, as well. Either leave a comment here or tweet me @jtwinsor.

Thanks.

Comments

[Alex]

Definitely agree with your list of "what makes a great community," (though I feel 5 & 10 may be a little redundant, fyi), but when it comes to applying the filter of community to a brand that does not have an inherently conversation worthy or high-engagement brand, it's important to credit brands who are able to align with the PASSIONS of their consumers to create engagement consistent with a brand "aura" in an authentic way, even when the product itself is only a byproduct of that experience.

[edward boches]

Other great brands for community: Ernst and Young.

What makes for good community:

1. opp'y to be heard, influence and define.
2. introduction to others

Good post. Make everyone else to all the work. You really have mastered crowd sourcing ;-)

Edward Boches

[dave kennedy]

heres a handful of Brands you may not have considered that have in my opinion done a terrific job of building community: just say'n

1. Patagonia
2. Quiksilver
3. phish
4. cliff Bar
5. NIN (Trent Reznor)
6. X box
7. Apple
8. boingboing.net

[Mimi]

Mark,Thanks for the comment.Very few polepe click on a link posted with a comment, unless you post a popular comment on a very popular blog like CNN or WSJ (but these blogs rarely allow links). Comments help you to build a community and expand your network, and comment links help you a little with Google, but you need to post many comments and to post these comments continually.If backlinks are your goal, for my money it makes much more sense to post quality content on your own blog.Let me know if you have any other questions.

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