A brand community is an awesome marketing strategy for businesses to drive sales, it's also great for the members (which are the consumers of that brand) as fans to connect with each other, share information and ideas, and show how they use the product. This in turn enhances their self-esteem, self-identity, and pride as research shows. Because sharing a product we all own contributes to a potent sense of belonging.
But there is a darker side to brand communities for us consumers that not many people talk about - if we are not aware, intentional and careful there is a danger of accumulating clutter and of overspending.
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