Brand community is not a God-given solution

Communities are undoubtedly the flavour of the season in the Indian online space, thanks to the likes of Facebook, Orkut (and our very own Ibibos and Big Addas) on which we have spawned relentlessly. Watching hundreds of thousands of our consumers has most of us licking our lips at the possibilities. Building a ‘brand community’ seems to be the God given solution to building brands online. Or is it?

by Campaign India Team