Building Community

FISKATEERS

A key idea behind web 2.0 is that it’s the community of users that provide the value. And that’s increasingly true for brands. I don’t think anyone would argue with that. A great example can be seen at Fiskateers. They call it Crafting Ambassadors. Nike does an incredible job of tapping into emotion by showcasing the people who lend street “cred” to the brand as well as the people behind the designs at Air Force One.

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