Activating the Core External Brand Community

In Chapter 5, I discussed how to activate the core within an organization. The same lessons apply when attempting to extend that core into the external brand communities. It is still important to channel the orchestra conductor mindset, although when you start working with the external brand community you will have an even wider array of instruments to explore.

If you already began involving people outside the organization during your positioning work, you have a big head start. If not? It’s time to get going.