“Equally telling, perhaps, is the finding that people don’t want to “feel part of a community” or “feel connected” when they interact with a brand. I know there are wonderful niche communities of brand advocates out there, but even they tend to rely on gaming (i.e. rewards) to incentivise their members into action. Again, most of us don’t want or expect brands to provide community: we just want their coupons. Or am I being overly cynical?”

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