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Participation commentary

Community in a time of isolation

Community in a time of isolation

Everyone’s scared. That’s the bottom line here. And compounding that fear is the fact we have now retreated to our homes. We’re avoiding public spaces. We’re staying clear of strangers and friends alike. Our world is sewn together. We are so connected. But now we’re...

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The 5 core principles of people-powered brands

The 5 core principles of people-powered brands

We’re just back from The Gathering conference in Banff, Canada, which is a celebration of cult brands from around North America. The core principles of cult brands (as we gleaned from our time in various talks) include a few central elements. These are: Be bold and...

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The Gathering

The Gathering

This is the story of then. There were times over the last decade where I was sitting across from a senior executive, walking through our view of the marketing landscape, one built upon the idea that communities of fans would eventually be key levers for brands to...

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Influencers: Should you build or buy?

Influencers: Should you build or buy?

The title of this post makes reference to the now-common practice of buying services from (often big name) social media influencers to spread your content, promote your products and services, and generally build brand awareness with consumers.  But it also makes...

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Introducing the brand community value curve

Introducing the brand community value curve

Building a brand community takes time because the rules of human communities still apply in the digital space. The contributions of individuals and groups become more potent over time. The person in your community just lurking and taking it all in today? She might be...

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“How will Gen Z transform our brand?”

This is a question we get a lot at IOVIA. And to be honest we don’t have all the answers. What we can do is impart our experience with this generation across all the brands we work with. So here are some thoughts for you: 1) Stop the bullshit. Gen Z will seek you out...

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Brand communities are the ultimate social media

Brand communities are the ultimate social media

Marketers spend a lot of time thinking about the motivations of the people they’re trying to reach. Identifying motivations of specific consumer types and then targeting them with specific messages, products and opportunities is standard stuff.   And it’s...

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Consumers are people too: a brief guide to motivation

Consumers are people too: a brief guide to motivation

We need to think about consumers, brand fans, and potential community participants as people. It’s sometimes easy to forget they are just like the mostly-well-meaning, flawed, ambitious, insecure, time-strapped individuals we see around us each day. The more we...

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