Case Study: Power of Community

[Sal Collaziano]

How a Customer Community Built the Genesis Brand for Hyundai​

Humans crave connection. We bond around causes, ideas, events, and the most random things imaginable.

Take a look around, and you can find a group for just about anything and everything, from baking enthusiasts to nature gurus to wine connoisseurs. There are groups for working moms, working dads, and everything in between.

When building a brand in the business world, the customers we serve (or want to serve) should be one of the major considerations as we develop our image in the world.

Will the baking enthusiast like our product?

Is that who we are targeting?

Is it backyard chicken keepers?

Is it the blue-collar worker or the C Suite Exec?

Our brand has to speak to someone specific, or it will speak to no one.

So, what happens when a group spontaneously develops around a brand? What happens when they take an unexpected interest in a niche, sub-brand of your organization and bring it to the forefront of the market? Read more...

 

[EdP]

How a Customer Community Built the Genesis Brand for Hyundai​

Humans crave connection. We bond around causes, ideas, events, and the most random things imaginable.

Take a look around, and you can find a group for just about anything and everything, from baking enthusiasts to nature gurus to wine connoisseurs. There are groups for working moms, working dads, and everything in between.

When building a brand in the business world, the customers we serve (or want to serve) should be one of the major considerations as we develop our image in the world.

Will the baking enthusiast like our product?

Is that who we are targeting?

Is it backyard chicken keepers?

Is it the blue-collar worker or the C Suite Exec?

Our brand has to speak to someone specific, or it will speak to no one.

So, what happens when a group spontaneously develops around a brand? What happens when they take an unexpected interest in a niche, sub-brand of your organization and bring it to the forefront of the market? Read more...

Good article.
I laughed at the Excel too, especially after a couple of years when the primer was showing. When a co-worker bought a Hyundai because her mechanic cousin said they have good engines, I snickered when I walked away.

I am now on my 6th (yes,sixth) Hyundai/Genesis car. Someone that knows cars had a Sonata as a rental and like it so took his advice to check it out. That was 2007.