Generating a strong community for a brand is quintessential for it to become successful, according to Alexis Ohanian in this community fostering keynote. To build a brand, it needs people who believe in that product. It requires an exponential amount of producer and consumer communication.
A brand requires a personality. When creating a brand or a product, one needs to define characteristics that people can relate and associate with. Instead of spending company finances on excessive marketing and promotions, they should be spent on improving the products, says Ohanian.
People want to know that the creator can relate with their experiences about the product. The experiences for each consumer have to personalized in some way. The brand or product has to have a social aspect to it.