Belonging to the Brand: Why Community is the Last Great Marketing Strategy

“Belonging to the Brand” is a must-read for business leaders or entrepreneurs seeking to successfully pivot in today’s rapidly evolving digital marketing and customer relations landscape. -- Comstock magazine

"Schaefer’s keen observations of human behavior combined with his sharp analytical mind produced what is sure to be a foundational text for the new world of brand-customer relationship building." -- LinkedIn

Bestselling author and futurist Mark Schaefer explains why community is a massively overlooked marketing opportunity. While "community" isn't new, he explains how three major trends are colliding in a way to make brand communities the future of marketing strategy. Highlights include: Connecting the dots between social media, content marketing, and community Practical steps to create your own brand community A solution to the problem of measuring ROI of community How a community strategy upends traditional marketing management The unexpected psychological connection between communities and brands How GenZ views community in a different way -- a wake-up call for brands! Through extensive research, diverse case studies, and expert interviews, Schaefer provides a compelling and actionable blueprint for the modern brand community. This is an unmissable work from one of marketing's leading thought leaders.