Communities Dominate Brands
by Tomi T. Ahonen, Alan Moore

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Book Reviews of Communities Dominate Brands

Book Review: Incredibly practical business book on hot topics of 2005
Summary: 5 Stars

The book continually impresses with vivid expert opinions, quotes and stats, and page after page of thoroughly documented examples. The book proceeds logically through the major trends in society from technology, disruptive forces facing business, the convergence and divergence opportunities and threats from fragmentation and media, to how customers are changing and evolving. The book discusses the current crisis in marketing communications, TV, press, advertising and branding. Then it proceeds to show the power of communities finishing with valid and practical advice on how to engage those new customers and communities. The last three chapters build on the earlier ones and leave the reader stunned by how extensive a change is already happening with global brands like Adidas, Red Bull, Boeing and Ford.

The authors manage to keep the book timely and incredibly insightful by examining three distinct groups of communities in great depth. They cover bloggers and the blogosphere as the most influential community right now. They discuss the virtual world and multiplayer videogaming communities which are most evolved into the community-spirit and new rules. And they explain the growing relevance of the largest digital community, the smart mobs connected by mobile phone.

The book includes insightful and immediately usable theories. I particularly liked the Four C's, Alpha Users, Engagement Marketing and Generation-C. And to top it off they have included 13 case studies that are remarkably revealing. Read the Oh My News Korea, Twins Hong Kong, or Habbo Hotel Finland cases and see what is obviously the near future of business.

The book is thought-provoking and as it proves every point with expert opinions and real live business examples, it makes a very believable case. When comparing it with say Howard Rheingold's Smart Mobs or John Grant's After Image, this book is much more immediately practical, written by clearly practical business executives for business executives. I thoroughly enjoyed the book, am now rereading it, and recommend it to anyone in business.

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