Read an article in last week's AdAge about Communispace, a company founded in 1999 that builds and maintains private brand communities on behalf of 250 big name businesses. Sounds like mostly it's about market research and rapid prototyping (both products and marketing campaigns), and it sounds pretty secretive in that the communities are behind firewalls. The article does mention creating word-of-mouth as a community benefit, but mostly it all sounds pretty inward facing. Perhaps that explains why I haven't heard of them in the WOM marketing world, even though their HQ is about 1/4 mile from my house? I must learn more...
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