In 2002 I published a white paper titled Community Experience Development: Sharing, Participation and Fellowship Among a Body Politic that covered the topic of using the Internet to develop brand communities. The whole paradigm shift of a brand audience to a brand community requires understanding how our culture is changing and how our relationship with brands (and each other) is changing.
I am going to use this blog to update and revise that white paper for 2009. Considering the 2002 version covered the idea of the social network prior to Facebook, MySpace and even Friendster it will be fun to address the education we have all embraced to bring us where we are today and understand the brand communities of tomorrow.
Who knows, maybe BusinessWeek will do a follow up article related to this interview with me entitled "Giving New Meaning to Branding": http://www.businessweek.com/smallbiz/content/jan2003/sb2003016_2946.htm
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