Individuality Versus Community - Literature review Example

The author stresses that belonging to a community is not anything against individuality, but is actually instrumental in the development of the individual; community membership gives context to personal expression and "belonging makes me more me." (p. 61) Modern Americans are too mobile and busy to join traditional location-based communities, he says, but the community has not disappeared; it has just changed its appearance. The author emphasizes that branding should take its place here. Traditional groups like the Elks or Rotary Clubs are disappearing and being replaced with membership in a more focused and short-term community; like a school construction project or a protest.

Traditional, broad-purpose organizations are not where the community is found because the modern community is more of a state of mind than physical proximity. No longer do small, rural towns provide a basis for socialization, but rather ideas and mutual interest. He notes that brands are becoming legitimate centers of community and provide venues for the association; mentioning Ford Broncos, Saabs, and Macintosh computers as examples of mini-societies that are superseding the more traditional communal boundaries of county, state, or nation.

These brand communities foster an intrinsic sense of connection between members. The author uses the example of seeing someone in traffic who is driving the same car; do you look over to see if that person is like you or not, i.e., does that person "belong" to your group. The author closes the article with two examples; the community of the Apple Macintosh at a coffee house, and the community of Saturn car owners. He discusses the exclusion principle in the former, and the inclusion principle in the latter.Companies. The companies mentioned are Ford, Saab, Apple (Macintosh computers) and Saturn.

All of these companies have a type of cult brand identity, particularly Macintosh. Modern media advertisements even put the Macintosh and PC as individual people competing with each other in the ads. The people who use Macintosh computers are known to associate with each other and have a higher opinion of fellow owners. Conclusion. The article is a general discussion of the community as a brand identity. Brands can be more than products, they can be communities. Companies can and should seek to adapt their brands to reflect these community associations because people are needing such relationships.

What I liked and disliked. I liked the tone and concept of the article because I know people who have Macintosh computers and the author is right; they are a community unto themselves and are very strongly associated. The same is true for other brands, and the overall idea just makes sense to me. Humans are happier when they are grouped together; they feel better about themselves and they are affirmed in their choices. The only thing I did not like about the article was the way the author kept making everything about "cult.

" While cults can be considered communities, communities are not always cults. I think a brand can have a strong following, and even passionate or enthusiastic customers, without necessarily being a cult brand.