Johnnie Moore's Weblog: Communities and brands

February 10, 2005

Communities and brands

CDB Final.jpg My pal Alan Moore was on the phone last night. Al's been going through one of his manic working phases, beavering into the small hours whilst the rest of us were celebrating Christmas and New Year. He even persuaded his colleague Tomi Ahonen to join him.

The result is a new book, Communities Dominate Brands, out next month. Here's Al's synopsis:

The book explores the problems faced by branding, marketing and advertising facing multiple radical changes in this decade. Communities Dominate Brands discusses how disruptive effects of digitalisation and connectedness introduce threats and opportunities. The authors compellingly illustrate how modern consumers are forming communities and peer-groups to pool their power resulting in a dramatic revolution of how businesses interact with their customers. The book provides practical guidance of how to move from obsolete interruptive advertising to interactive engagement marketing and community based communications, with dozens of real business examples from around the world.

Better put that on the reading list for March!

Posted by Johnnie Moore at 10:06 in Branding

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Comments (2)

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Aleah says

These are truly exciting times. I prefer to run with the changes, not from them. Thanks for the update.

February 10, 2005 17:59 Permalink for comment

Tomi T Ahonen says

Hi Johnnie and Aleah

Thank you for the kind words. Yes, Alan and I have finished the book and in it we discuss digitally connected communities, such as the bloggers, MMOG video gamers, the smart mobs on mobile phones, etc. We explain how these communities are self-learning and rapidly evolving, and that marketing/branding/advertising needs to become literate with how to interact with communities or else...

We discuss about 50 real business examples, 13 case studies, and introduce such new concepts as Generation-C, the Connected Age, the Four C's and show the business relevance of issues such as blogging, Reachability and Engagement Marketing.

We'll have some excerpts at the www.futuretext.com website and of course at Alan's wwww.smlxtralarge.com and my www.tomiahonen.com with exec summaries, early reviews etc.

Thanks for picking up the story, Johnnie

Tomi T Ahonen :-)

February 23, 2005 13:51 Permalink for comment