Emphasis is on shared actives, goals or values.

Examples: Apple enthusiasts, political affiliations, Ironman triathletes

PROS: Consistent communications with a clear set of values that emotionally connects consumers with the brand.
CONS: Limited benefits and fewer forged interpersonal relationships. Common meanings can become diluted when the brand grows.
SOLUTION: Supplement with human connections. Use webs and hugs to strengthen and expand community.

Relationships are the key to this community affiliation.

Examples: Social networking sites, Cancer survivor networks

PROS: Most stable form of community because participants are bound by many and varied relationships. People meet, compare experiences and before long, they’re establishing friendships, planning to stay in touch.

Charismatic figures are at the centre of community affiliation.

Examples: Deepak Chopra, Oprah, Osho or brand ambassador marketing.

PROS: Ties can be very strong.
CONS: Unstable, can break apart once central figure is no longer present.
SOLUTION: To build more stable communities, hubs can establish webs. Example: Nike+ online cultivates peer-to-peer support and interaction by encouraging members to challenge one another. Customers should have a shared purpose.