Building Brand Communities: How Organizations Succeed by Creating Belonging. Carrie Melissa Jones

This book reveals how to create authentic brand communities where members feel a mutual interest, share personal values, and engage in meaningful experiences. The authors present practices used by global brands like Yelp, Twitch, Salesforce, Airbnb, Sephora, Patagonia, and others to authentically connect with the people who are key to their success. The book summarizes key lessons for creating engaged and effective communities by growing mutual interest, expressing shared values, and sharing experiences. The authors articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, creating community forums, and building transformational movements.