Amazon.com. Spend less. Smile more.

As consumers, our most valuable affinities will be to brands and communities, not specific products. 

community members should “feel a sense of belonging (membership), feel like you make a difference to the group and that the group makes a difference to you (influence), feel like your needs will be met by other group members (integration and fulfillment of needs), and feel that you share history, similar experiences, time, and space together (share... See more

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.