Companies it is the same exercise with the difference that there are no benchmarks. If we go back to our famous toaster, it could be a very design model. In this case, the brand could revolve around this value of design. If the brand makes it a priority point, its communication could highlight it, and thus stage its products by conveying this notion of design. The community manager would then have a central value, and thus create a watch around design. The contents would then be created in this direction.
What is the point of showcasing your brand? Expand your audience, with the aim of creating information relays beyond the (target) clientele you are trying to reach. When you create a community, for example, you base it on the values conveyed by the brand, and not directly on its products or services. A profile adhering to the community of a brand or a fan, is not necessarily a consumer of its products . This is a point to integrate when you are a community manager , in order to learn how to create your audience and Country Email List your content relays. The interest would lie in the fact of attracting the media around its communication. If a well-conducted digital strategy attracts many digital players, it then becomes an element relayed to a community made up of digital players. which, strictly speaking is not the initial target. For some brands, it's totally integrated into their communication and it's fully strategic.
Examples Red Bull If we analyze the RedBull brand, we will quickly realize that their product is not sexy and that it has not evolved in almost 30 years of existence. However, they were able to go through with their strategy to become a real media. To make their mark on this medium, between sponsorship and the creation of events around extreme sport, Redbull has relied heavily on the community dimension. Legitimately, we could have thought of brands like Quicksilver, Oxbow to identify with this universe that is extreme sport. But RedBull had already invaded the field to appropriate it very quickly.