The WOMMA WordBreaking It Down: Categorizing Your Brand Ambassador Efforts
On the Buzz Canuck blog, they've constructed a categorization for brand community types based on depth of involvement and exclusivity. Putting the different kinds of brand community efforts into these nine buckets helps differentiate between the relatively low involvement, low exclusivity fan clubs and the high involvement ambassador clubs and brand cults that prompt word of mouth activity in a bigger way. The post also offers examples of brands that are using these varying levels of communities, and a call for readers to weigh in and contribute to the list.
