The problem is that in many cases there are two communities; the company, and its customers. Each community has its own wants and needs, and its own way of talking to each other. As a result, neither group really understands or trusts the other.
But when a company makes an effort to join its customers in its space, that barrier begins to fall. The ideas and language of the company begins to seep into the customers’ space. Likewise, the thoughts and opinions of the customers start to become understood by the company, and shape its marketing messages. Slowly, the line that divides a company from its customers begins to disappear.
But when you look at Harley-Davidson, both the company, and its community of customers, are talking in the same language. Both groups believe that 'Harley Riders Rock'.
How does a company reach the point where it understands and is speaking the same language as its customers? You'll have to buy the e-book to find out. And speaking of the e-book, here's the updated Who's Who list of its contributors:
Roger von Oech
Tony D. Clark
Kimberly Dawn Wells
John La Grou
Dr. Graham Hill
That's a damned stout list! Keep in mind that the e-book is being dedicated to the memory of Sandra Kerley (CK's mom), and all proceeds from the sale of the e-book will benefit Variety, the Children's Charity. Just think, you spend a little, you get great marketing advice, AND you get to help children around the world! Now THAT is a win-win situation! More background on Variety and its history can be found here.
UPDATE: David Armano gives a sneak-peek at his chapter for 'The Age of Conversation'.
The Viral Garden, Marketing, The Age of Conversation