Brand thinking: Interaction and building community

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I’ve already talked about the importance of user generated content, but the companies that I think are cultivating it the best are brands like Free People and Ruche who are interacting with their customers and building a community around their brand. Free People just launched a social community called FP Me where people can become “stylists,” creating collections out of Free People items, post pictures of themselves wearing Free People’s clothing, and connect with others. Ruche invites fashion and lifestyle bloggers to submit posts to be published on their blog. Both brands tap into the immense fashion blogging community to create interaction with their brand. I believe this sort of involvement is what all brands should be striving to create with their customers.

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