A brand is only as strong as the customers behind it. Companies like Apple or Nike have achieved their success largely because they were able to get millions of people to believe in their core ideas and make the brand a part of who they are. But building this type of connection isn’t easy. And it can’t be done by treating your audience as just customers who should be bombarded with marketing messages. Instead, you must seek to create a community around your brand, where people will active...
