Thursday, May 26, 2005

Communities Dominate Brands

For those who still stick to their knitting in terms of their Marketing Communications approach I recommend you read Communities Dominate Brands:Business and Marketing Challenges for the 21st Century by Tomi T Ahonen and Alan Moore published by futuretext Ltd March 2005.

The book covers digital communities such as bloggers, moblogging, videogamers, virtual worlds and MMOGs, and of course mobile phone "smart mobs." There are over 100 real business examples and over a dozen case studies. It is the first practical business book on digitally connected communities. The authors introduce several theories and concepts, including the Connected Age, the Four C's, and next class of consumers, called Generation-C for Community.

Tomi Ahonen is very much an evangelist on skates but despite this and some hype I think this is a valuable contribution to helping us understand the shift in power from Brands and Content Owners to the consumer and digitally connected communities.

(Click on the title to be directed to the blog of the book )


Abusophie said...

Tomi Ahonen?... Where in the world you find them? - Nice concept but how applicable?

Anonymous said...

Hi Epicurean !!!

So an evangelist on skates, ha-ha, I LOVED that.

Hey, thank you VERY much for this kind review. We'll connect from our blogsite to here and I will blog about this review. I know you and I move in the same circles obviously, so the next time you meet me, please come say hello, tell me your the Epicurean, and bring the book, I will sign it for you of course.

And two quick comments to all who read this blog - first, if you like these thoughts, you'll also enjoy our blogsite with similar thoughts obviously around the themes of the book. The blogsite is at You are most welcome to visit and please post a comment if you find something interesting.

And the other comment. For all those who are interested in mobile telecoms/wireless apps, Oxford University just launched the ultimate discussion board for mobile telecoms. We have many authors and all kinds of famous experts already there. We'd love to have you too, no matter how extensive or limited your knowledge on mobile happens to be today. As it is a free site, and with Oxford backing it, will be free forever, this is also the ONLY discussion forum you ever will need to join.

Dominate !

Tomi T Ahonen :-)