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Generosity, perseverance, hardwork, liberalism, freedom of speech...
Community members always share strong values. It's often a basis, a statement to build a community.
That consideration can be very helpful for companies to create community of customers.
Or, more easily, they can try to give an image linked to the values of an existing community. So, by sharing the same values, the community members become potential customers.
A good exmple is all the forums created over companies websites. By making come people to discuss about various subjetcs on their websites, they canalize them. Even if, they don't come to buy something directly, people are in the brand universe. That is very good for notoriousity, and to create an intimate relation with the customers. People share things inside the company universe, so, they kind of share something with the company.
It's a clever way to increase a market share. People are probably more open minded to this method than to advertising.
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