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

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

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

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.

The idea of belonging is such an underestimated principle in marketing.

We've gone too far with one-to-one marketing : seeing customers as isolated individuals.

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

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

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