Amazon.com. Spend less. Smile more.

No decision is made entirely rationally. Emotional disposition towards brand can give an advantage even when the product is out-featured or out-priced by competitors. Become more dependent on emotional ties.

A member who feels they have helped model the brand will likely be an evangelist for it.

Consumers are demanding a greater role in the shaping of their own community.

Ownership must be shared with its membership for it to thrive.

Each member reinforces the believability of an interpretation to the other.

In the face of terrifying chaos, a craving need to make sense of it all.

"The subjective reality of the world hangs on the thin thread of conversation."

We need to talk to others to know what we think :

Communities : the human race demands them, needs them. Belonging is fundamental.