Communities Dominate Brands by Tomi T. Ahonen & Alan Moore
Actually I blogged about this book in 2005. But Tomi just send me the book with an autograph (thanks!), I am obligated to mention this book again.
Although written two years ago, the content is still as relevant today as it is back then. In fact, I would go as far to say most company still dont “get it”.
A few weeks ago, I had an interesting exchange with a lady from a “online” PR firm who still holds the belief that “brand” is a line item on the balance sheet of a company. She believes that because of a bad online rumors, the company ‘brand’ suffered yet failing to realized that (1) there is no such thing as bad publicity and (2) that dispelling the rumors makes the brand stronger.
More important, brand is a by-product of your company behavior. Ultimately, your brand is defined by those who judge you, ie in the hands of the community.
