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A better way to build a brand: The community flywheel | McKinsey
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/a-better-way-to-build-a-brand-the-community-flywheel
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Today’s fastest-growing brands participate in digital communities to earn engagement and loyalty—and do so with high returns and low risk by harnessing agile test and learn.
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