9 Types of Brand Community - A New Model

In looking at over 50 types of brand communities, I've been able to dissect and classify them into 9 different buckets that make sense. I could have segmented them by core purpose (innovation, evangelism, distribution, insight, user generated content, decision-making, employee-rallying, customization), but the segmentation would become meaningless given how many different purposes exist for brand communities, oftentimes found all in the some of the better communities.

Instead, two defining characteristics of a brand community are:
1) Exclusivity - how private or public is the access granted to members/prospects within the community
2) Depth of Involvement  - what is the scope of the collaboration being asked or commitment being required
All forms can be valuable depending on the brand.

So the 9 Types of Brand Communities resulting are:

Low Exclusivity
1) Fan Club - Wd-40 (low involvement)
2) Brand Forums - Intuit Quickbooks (mid involvement)
3) Brand Network - Jones Soda (high involvement)

Middle Exclusivity
4) Brand Nation - Nike Plus (low involvement)
5) Brand Ambassador  - Maker's Mark  Embassy (mid involvement)
6) Brand Meritocracy - Spread Firefox (high  involvement)

HIgh Exclusivity
7) Influencer Clique - Lululemon (low involvement)
8) Advisory Panel - Dell Ideastorm (mid involvement)
9) Brand Cult - Harley Davidson - HOGS (high involvement)

Some of the categorizations have a few rough edges but I believe the categorization is an effective
paradigm for looking at brand communities.

For those interested in the subject, please pass along any brand communities that they believe fit into one of these groupings (distinguish between an commercial object-centred, brand community vs. a people/ego centred social network like Facebook/Digg). Also, provide any constructive feedback to build on this model.

Finally, just about to launch a full presentation about brand communities entitled "It Takes a Community to Raise a Brand" in the next edition of our Buzz Report enewsletter. To subscribe and get a glimpse at:
- the reasons why brand communities work
- the types of brand communities
- common misnomers
- a 17 step process to plan them
- smart ways to build them
- key ways to maintain them
- essential features/elements
- best examples
Sign up here at Agent Wildfire. 

Comments

[Tom O'Brien]

Hi Sean - interesting post. One thing that strikes me is that this analysis is particularly brand focused. Well, it is about brand communities, but what if it was about human communities.

People don't need a brand's permission or sponsorship to get together and talk. Take a look at

http://howardforums.com/

And see what I mean. Where would you put this one?

TO'B
MotiveQuest LLC

[Andrew Lockhart]

Hey Sean, I expanded/explored your model a little bit more in an attempt to define the divisions between the different the different levels on the two axis. I would love to hear your thoughts.
http://thinkinginteractive.com/2008/04/07/the-9-types-of-brand-community-expanded/

[Jay Moonah from Media Driving]

Sean, I really like the idea of the grid but I'm not sure I get the "exclusivity" axis. I sort of see how HOGS would be considered more exclusive than some of the examples listed, but how are the others? For instance Ideastorm, I haven't actually tried but from what I tell from the site anyone can sign up -- seems like you don't even have to own a Dell.

Would something more like "intention" or "purpose" be the better way to express this? I could see it going from something like fan (just expressing you like the brand) to participant (sharing support information, tips for use) to ambassador or member (form clubs around using products, recommend improvements). Just a though!

[Warren Whitlock, Book Marketing Strategist]

Loved the grid. A quick visual to remind us that there are many ways to use social media in a positive way.

I suppose there is a nearly infinite variety and sub-types on the grid. To me the definitions are not nearly as important as the emphasis on this not being a "one size fits all" endeavor

[TheMarketer]

Sean... interesting! The first question that comes to mind as I read this is... ok... so what now? What does this mean? I get the categorization and it makes sense! Using the variables of involvement and exclusivity is smart. It's purely subjective as the level of involvement is really dependent on how much I enjoy the task. Example: taking out the garbage is not very "involved" from a time perspective but it is from an emotional perspective (I hate it! :) ). So take HOGS as an example... I am sure if you asked Rick (Director Marketing at Harley) if he would consider HOGS to be highly involved and he would say no (I have emailed him and will let you know). At least I would say no. While you are right that HOGS is highly involved from a time and participation perspective... it doesn't feel like it is to a member, as it is "FUN / ENJOYABLE" and hence low involvement. My daughter (first one and to be born in May) promises to be HIGHLY INVOLVED!!! But I am sure she won't feel that way.

I would suggest that there is another variable (which we apply to our strategies at Spider) which is the "emotional investment". Example: members of the Urbanmoms.ca Community are far more "emotionally invested" in the site then other communities given the content and member base. Hence their involvement would be low. But some of them spend HOURS typing and reading!

So... could I suggest a modification to your model. Replace the "involvement" axis with "emotional investment" vs. "time investment" some how. If I could draw in this comment box I would! :) A site could have a high "time investment" but also a high "emotional investment" which is good... they counter act each other. But a lot of time... and not so emotional is bad. Users may ask... "Why am I doing this?" Similarly a high emotional and low time... not so bad for the user... but a missed opportunity for the brand!

Then my other suggestion would be to define the learning from this model... what's the "now what". So now I know my site is a Brand Cult. Is that good or bad? What conclusions can be drawn from this categorization?

Just suggestions... thanks for provoking such thought!