A Key Resource for CMO’s to Improve Products & Services with Brand Communities
Austin, TX, August 12, 2009 – nGenera Corporation™, provider of a unique platform of Collaborative Enterprise Management (or CEM) solutions, today announced the release of nGenera Insight’s new report, Brand Communities: It takes a community – not a campaign – to raise a brand. The report defines six principal ways brand communities create business value across the enterprise, delivers a blueprint for success, and a comprehensive readiness assessment about building and maintaining a successful brand community.
The Brand Communities was written by Sean Moffitt, Senior Advisor to nGenera Insight and author of Wiki Brands: Reinventing the Brand in a Consumer Controlled Marketplace. It is based on review and analysis of more than 100 brand communities and gives CMOs and other departmental leaders best practices to improve product and service offerings by engaging consumers in brand communities.
While consumers may enjoy belonging to communities, this report explains that this alone cannot be the driving force for a company to invest time, energy, and their reputation in a brand community. Companies can create significant brand and business value through consumer participation in brand communities by following nGenera’s six principles of Brand Advocacy, Brand Insight, Brand Content, Brand Support, Brand Perception and Brand Serendipity. Best practices for each of these principles are detailed in the report.
The Brand Communities report also gives CMOs a blueprint for success by examining FLIRT, Finnish community strategist Sami Viitamäki’s crowdsourcing model. FLIRT stands for Focus, Language and Outreach, Incentive and Motivations, Rules and Guidelines, Tools and Platform. The report gives extensive details on each of these five elements, including:
The nGenera Brand Communities report concludes with a 50-question assessment tool focused on four key areas – business objectives and goals, organizational culture and resources, brand community story and purpose, and customer values. This assessment tool helps companies access their readiness and capability for building and maintaining a brand community.
The full Brand Communities report is now available to nGenera Insight subscribers.
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nGenera drives productivity and business velocity by deploying on-demand Collaborative Enterprise Management (CEM) solutions in the world’s leading organizations. These innovative solutions combine nGenera’s collaborative applications, executive insight, advisory services, and education to deliver critical business outcomes in marketing, sales, IT, HR and operations. For more information, visit www.ngenera.com.