Although we've used the concept brand communities a couple of times, it's important to reiterate that communities aren't created, they are courted. Most brands will need to court a range of different communities and travel across pools, webs, and hubs if they want to reach the full range of desired consumers.

The key is to produce something that both pulls people together and gives them something to do.

The worst thing a kid can say about homework is that it is too hard. The worst thing a kid can say about a game is it's too easy.

Piracy often reflects market failures on the part of producers rather than moral failures on the part of consumers.

If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.

...Fan fiction is a way of the culture repairing the damage done in a system where contemporary myths are owned by corporations instead of owned by the folk.

Hello. My name is Henry. I am a fan. Somewhere in the late 1980s’, I got tired of people telling me to get a life. I wrote a book instead