Belonging to the Brand with Mark Schaefer

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We're now into year three of the 2020s, and there are more indications that marketing departments need to make meaningful and impactful connections with consumers. McKinsey says that community-focused marketing is the "big idea" for the 2020s, and it's a concept that Mark Schafer has been discussing for years. Now, with new personal insights and case studies to back it up, he's written a new book about community marketing. It's called Belonging to the Brand: Why Community is the Last Great Marketing Strategy. He joins us today to talk about the book and how community-focused marketing empowers a community manager, creates an emotional bond with customers and turns community members into brand advocates.

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