I think brands are just struggling in general to get community to work. It's hard to make a community that is about A PRODUCT itself, so anything that gets engagement they tend to believe is successful.
I think a better way is to find the adjacent area where your brand lives. For example, GoPro makes cameras for on the go. A community that could succeed for them would be one around adventure, travel, or the like. It won't be easy, but at least it can foster genuine connection.
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I think brands are just struggling in general to get community to work. It's hard to make a community that is about A PRODUCT itself, so anything that gets engagement they tend to believe is successful.
I think a better way is to find the adjacent area where your brand lives. For example, GoPro makes cameras for on the go. A community that could succeed for them would be one around adventure, travel, or the like. It won't be easy, but at least it can foster genuine connection.