Communities – Good or Evil?

Over at Vitamin, Jeffrey Kalmikoff has written a superb article about building communities. They key points that he raises are:

  • If you don’t trust your customers then you won’t be able to build a community
  • Communities aren’t an ‘add-on’
  • If you’re doing nothing wrong, people won’t have anything to complain about

Marketing these days is about building a communtiy, not just a customer base. You need to read this article to appreciate how traditional marketing has been turned on its head.  

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