Abstract
The article presents a DevRel strategy model for establishing a sustainable relationship between a brand and consumers who play the role of marketing evangelists. Treating brand consumers as developers and creators of an informational product allows the brand to benefit from network effects. This is described both qualitatively and quantitatively based on the laws of Sarnoff, Metcalfe and Reed. Brand network effect and consumer creativity together form a multi-sided platform that serves as an ecosystem for further relationships between the brand, consumer developers and society. The role of the brand in this model is presented in the simultaneous forcing of five processes that allow to keep the formed ecosystem in a state of functioning. The article also describes two DevRel concepts: Dev1st and Dev+, which may be relevant for companies in the B2D, B2B, B2C markets. Recommendations on management for the implementation of the DevRel-concept are given.
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