Brands Quote by Henry Jenkins
“Although we've used the concept brand communities a couple of times, it's important to reiterate that communities aren't created, they are courted. Most brands will need to court a range of different communities and travel across pools, webs, and hubs if they want to reach the full range of desired consumers.”
About This Quote
Source Book: Convergence Culture, Henry Jenkins, 2006
Communities must be courted, not created; brands should engage diverse groups across networks.
In simple terms: Brands need to court communities.
Key Takeaway
Actively engage varied audiences.
Themes
marketing
community
engagement
Mood
strategic
analytical
Type
business
practical
When to use this quote
- Product launches
- social media campaigns
- community events
- influencer outreach
Key Concepts
Network theory
brand strategy
Questions to Reflect On
- Which communities align with your brand?
- How can you sustain long‑term engagement?
A Different Perspective
Courting requires resources and may not guarantee loyalty.
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