Customer Reviews
Informative and Well Written - A Great Resource:
Although many of the ideas covered in this book are already published by some of the better media analysts blogging on the Net I recommend reading Communities Dominate Brands as a way of getting a thoroughly constructed write-up on the current trends and winning tactics that best connect the 21st century customer to your brand.
The detailed bibliography, recommended websites, and recommended blogsites compiled in the back of the book are, alone, worth the purchasing price and deflect the “datedness” that so often plagues the books that define current trends in New Media shortly after their publication date.
I would approach this book as a primer for Marketing/Branding in the new millennium and the resources compiled in the back as a guide to where to go to stay up to date on the current developments in this dynamic landscape.
Another distinguishing factor from what is normally published on blogs is that Ahonen and Moore give historical detail as well as show how the different actions by online and cell-phone leveraged communities are affecting each other and changing the way a generation is engaging with products and brands. I also enjoyed the international perspective that these authors were able to bring to the subject; they give examples of what is going on in other countries, not normally covered in the American-centric blogosphere.
New thinking to marketing:
Our company offers solutions for marketing and customer understanding. And we have seen that this book have opened a lot of eyes to see the future of marketing, specially in the internet and mobile; several our clients have read the book. Communities, social networks, and engagement marketing is the future, and this book really helps to understand, why and how. I recommend this everyone who is working with marketing and customer relationship management.
Relevant “Viral” Marketing Ideas:
“Communities Dominate Brands” is a great reference for anyone attempting to develop market reach to connected mobile device communities of young consumers. It describes how to invite today’s mobile device totting tech savvy 20 somethings to your products or services, -because conventional advertising isn’t working. There’s good background on the genesis of this community; and, how it socially evolved with relevant advances in technology, especially mobile devices.
Incredibly practical book on hottest business topics today:
This amazing book continually impresses with vivid expert opinions and quotes with statistics and page after page of thoroughly documented examples. The book book proceeds logically through the management concerns of today, including disruptive technologies, convergence and fragmentation etc. Then it looks at the crisis facing traditional advertising, branding and marketing. The last three chapters of the book build on the earlier ones show how extensive a change is already happening with global players like Adidas, Red Bull, Boeing and Ford.
The book includes insightful and immediately usable theories. I particularly liked the Four C’s the Alpha Users, Engagement Marketing and Generation-C. To top it off, the book includes 13 revealing case studies. I suggest you read Oh My News Korea, Twins Hong Kong and Habbo Hotel Finland to really see the future impacting traditional businesses. I thoroughly enjoyed the book, am now rereading it, and recommend it to anyone in business.
Good (even hot) topic, but poorly written:
I have an issue mainly w. the format, and secondly with repetition throughout the book. The format is of a text book and they keep repeating almost some of the same phrases over and over again.
Since I am very interested in the subject matter though, I kept on reading it.
