Belonging to the Brand with Mark Schaefer

We're now into year three of the 2020s, and there are more indications that marketing departments need to make meaningful and impactful connections with consumers. McKinsey says that community-focused marketing is the "big idea" for the 2020s, and it's a concept that Mark Schafer has been discussing for years. Now, with new personal insights and case studies to back it up, he's written a new book about community marketing. It's called Belonging to the Brand: Why Community is the Last Great Marketing Strategy. He joins us today to talk about the book and how community-focused marketing empowers a community manager, creates an emotional bond with customers and turns community members into brand advocates.