daviddarko 144 Posted April 28, 2015 Share Posted April 28, 2015 Consider two megabrands: Nike and Lady Gaga. They’re utterly different but strangely alike. They’re utterly different, except each has a community of fervent followers who evangelize what they do and are willing to act as brand advocates—and as an unpaid focus group. What these two have in common is an approach that can be found in any successful community. And it’s based on four not-so-simple but perfectly logical principles: 1. Membership: a focus on the audience and a sense of personal relatedness—a sense of belonging to a particular group or tribe of people. It’s a type of shared narrative that helps build and define members’ identities. 2. Influence: a sense that every person within the group matters. And that everyone has some impact on the group’s development. Indeed, each person influences not just the group but also each other. 3. Integration: what happens when group members are convinced that they matter, and that their own important objectives can be met through participation in the group. 4. Emotional connection: leading to the commitment by participants to the group identity and a sense of them reciprocating—helping participants define their identity, in return. So Think Differently: Think SocialWhat makes a brand community really work is the same thing that makes social media work: a decentralized, transparent approach that offers real value to the community members. You Need To Create Vulnerability The only way a company or a brand can build community at scale is by being open and vulnerable to the people it hopes will become its audience. Nike and Gaga have two very different approaches to this, but both humanize a brand presence and make it relevant to its audience in a way that allows a real connection to be established. Here’s a flavor of how they do it: Nike invests heavily in understanding the local communities where it opens its stores. Communities that have a strong basketball passion will find it reflected in what the Nike store has to offer. Lady Gaga frequently picks fans out of her audience during shows, and places them in the spotlight. It’s a show of appreciation that runs on trust. And it comes with so many inherent risks that it immediately differentiates her from any of her fellow artists. http://www.forbes.com/sites/netapp/2015/04/28/lady-gaga-and-nike/ Slay Queen of Businnes and Marketing Link to post Share on other sites More sharing options...
AM98GJ 3,086 Posted April 28, 2015 Share Posted April 28, 2015 Link to post Share on other sites More sharing options...
HEARTHUNTER 7,611 Posted April 28, 2015 Share Posted April 28, 2015 Gaga being compared to a multinational company : Q U E E N O F T H E W O R L D And queen of shoes Link to post Share on other sites More sharing options...
FATCAT 60,084 Posted April 28, 2015 Share Posted April 28, 2015 I wouldn't compare Gaga to a business like nike. I'd compare her to a university. She takes all your money and you receive experiences with sounds and visuals. This kitten over here (meow) Link to post Share on other sites More sharing options...
AgusPop 4,141 Posted April 28, 2015 Share Posted April 28, 2015 Yasss, Phil Knight better copy the Queen Link to post Share on other sites More sharing options...
Mister Gaga 22,929 Posted April 28, 2015 Share Posted April 28, 2015 Gaga and her undeniable impact on business Link to post Share on other sites More sharing options...
Bloody 64,631 Posted April 28, 2015 Share Posted April 28, 2015 One second I'm a shoe then suddenly the shoe is me. Queen to be honest. Link to post Share on other sites More sharing options...
TimisaMonster 31,073 Posted April 28, 2015 Share Posted April 28, 2015 What a mess... Stream my new single, 💜"Heartbeat"💜, on Spotify! Link to post Share on other sites More sharing options...
monketsharona 81,682 Posted April 28, 2015 Share Posted April 28, 2015 I'm so ready to see Gaga ruling the world next era ! Link to post Share on other sites More sharing options...
Computer 10,973 Posted April 28, 2015 Share Posted April 28, 2015 I don't see how Nike has any of this in the way Gaga has. They should have picked a tech company like Apple or something. One that people actually fangirl over. Nike though? Anyway slay. 💚💛💕❣⭕💢💢 | ⓜⓔⓡⓡⓨ ©ⓗⓡⓘⓢⓣⓜⓐⓢ Link to post Share on other sites More sharing options...
Ladey Gagz 2,512 Posted April 28, 2015 Share Posted April 28, 2015 One second I'm a shoe then suddenly the shoe is me. Queen to be honest. syd Link to post Share on other sites More sharing options...
Yves 1,891 Posted April 28, 2015 Share Posted April 28, 2015 One second I'm a shoe then suddenly the shoe is me. Queen to be honest. I don't know why but this design disgusts me. - That's a big acknowledge! Link to post Share on other sites More sharing options...
Dangerous Man 9,245 Posted April 28, 2015 Share Posted April 28, 2015 Time for Gaga to create her own Tidal I guess. or not. "A little less conversation and a little more touch my body." Link to post Share on other sites More sharing options...
Bloody 64,631 Posted April 28, 2015 Share Posted April 28, 2015 I don't know why but this design disgusts me. It's a bit bloody. Link to post Share on other sites More sharing options...
Yves 1,891 Posted April 28, 2015 Share Posted April 28, 2015 It's a bit bloody. Maybe. It really is Bloody. Link to post Share on other sites More sharing options...
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