Abstract
Brands live and die on their successful interaction with brand communities— including customers, employees, consultants, partners, and investors. Based on experience and analysis, Lynn Upshaw has distilled five best practices that nurture this exchange in digital environments. These emphasize brand‐name flexibility, integrated marketing, superiority rather than simply differentiation, maximum consumer involvement, and proactive customer service. It's solid advice for those struggling in an e‐world now filled with doubters and skeptics.
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