Well I have only been on this list for less than a week and I am really feel
humbled by the people on this list. I have a BA in Economics from York
University in Toronto. My career has been in the area of working in
Marketing for multinationals. Coca- Cola and IDV/UDV, and
Currently I manage First Tuesday Toronto which is a global brand
community with over 200,000 members. I also sit on the Global branding
committee for First Tuesday.
I have a great interest in the area of brand community. I was published
in the Journal of Brand Management, due to an review that covered Brand
Recently I have been intrigued by Social Diffusion Theory as it relates to
networks and brand community
Hence I joined this list to learn more about Social Diffusion theory .
I am also well acquainted with people at Millward Brown
They are one of the leading market research firms in brand Management.
I am also acquainted with Erich Joachimstahler author of the book
I know that are a couple of people doing some work in the area of brand
A Harvard business School case
Building Brand Community on the Harley-Davidson Posse Ride
Susan Fournier, Sylvia Sensiper, James McAlexander, and John Schouten
This case helps students get inside one of the world's strongest brands to
consider issues of brand loyalty, close-to-the-customer philosophy, the
cultivation of brand community, and the day-to-day execution of relationship
An article on brand community
Albert M. Muniz & Thomas C. O'Guinn, "Brand Community," Journal of Consumer
Research Vol. 27 (March 2001) 412-432.
The question I am asking is brand seeding has been a proven methodology to
build brands you seed the innovators and early adopters and they become
the messiah for your brand, to bring it to the masses. Easier said than
done I know.
The question I am asking is anyone doing research work in the area of using
Social diffusion theory to help launch brands.
I look forward to your comments and feedback. BTW I have also asked this
question to a leading Branding forum and I am intrigued by the response I
will get from the different groups. I will share information from both
groups with those who wish to learn more.
Jon G Schneider
First Tuesday Toronto