I’ve really struggled with the concept of ‘brand community,’ and now Gary Stein has a more accurate, though less catchy, descriptive phrase…

Link: Gary Stein: Jupiter Research Advertising Coverage: Focuses for 2005.

Communal-Creation of Brand Equity:
Centered two strong forces: blogs and affiliates, will form the core of a new way of talking about managing your brand. The notion of managing your brand monolithically is truly giving way to a stakeholder-created, dynamic environment of ideas-about-products.