Wednesday, 3 February 2010


At the moment, online communities seem to be popping up at a rate last seen during during the Gold Rush, rather like blogs a couple of years ago.

But I do think some brands lend themselves to communities better than others. IKEA, for example, was always destined to formalise or take its existing community online.

The business that the brand is in - Home Furnishings - and the fact that it's a brand with customer involvement at its core, not to mention the legions of existing fans AND those with an opinion make a community an obvious next step. Have a look here - and I expect that this community is not likely to become a virtual Ghost Town within a year.

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