Mothercare, HMV, and creating strong digital communities
Commercial success in the digital age will belong to those businesses that attract, engage and organise digital communities to meet multiple social and commercial needs. By creating strong digital communities, businesses will be able to build customer loyalty to a degree that today’s marketers can only dream of.
Think of HMV and Mothercare. Would they struggle as much had they developed a community strategy which was embedded into all that they did? Could they have beaten the big supermarkets and internet players by revising their bricks and mortor strategy?
Rosabeth Moss Kanter in her book Evolve says
One company’s loyal community of empowered users is another one’s nemesis.
Cross-posted from the blog for the book Communities Dominate Brands