《Building Brand Communities》作者：Carrie Melissa Jones & Charles H. Vogl【EPUB】

Leona沙地花

Carrie Melissa Jones

• Title: Founding Partner, CMJ Community Strategy
• Clients: Google, Airbnb, NASA
• Specialty: Measuring community ROI
  
  

Charles H. Vogl

• Title: Yale Lecturer & Storytelling Expert
• Famous Work: The Art of Community
• Unique Approach: Blends ancient wisdom with digital strategy
  
  

In Building Brand Communities, Carrie Melissa Jones (community strategy expert) and Charles H. Vogl (award-winning author) reveal how to transform customers into passionate advocates through intentional community design. This isn’t about Facebook groups—it’s about cultivating belonging.

• The 6 Principles: From "Shared Purpose" to "Moral Leadership" – how to structure communities that last
• Case Studies: How brands like Peloton and Patagonia create fanatical loyalty
• Anti-Growth Hacks: Why most branded communities fail (and how to avoid it)
• Metrics That Matter: Moving beyond "engagement" to measure real impact
  
  

嘉莉·梅丽莎·琼斯

• 头衔: CMJ社群策略创始合伙人
• 服务客户: 谷歌、爱彼迎、NASA
• 专长: 社群投资回报率量化
  
  

查尔斯·H·沃格尔

• 头衔: 耶鲁大学讲师/故事力专家
• 代表作: 《社群的艺术》
• 独特方法: 将古老智慧与数字策略结合
  
  

《品牌社群构建法则》——社群专家卡丽·琼斯与查尔斯·沃格尔联手解密：如何把用户变成死忠信徒，而非只是"粉丝数"。

• 6大黄金法则：从"共同使命"到"道德领导力"的社群架构心法
• 现象级案例：Peloton如何让用户自费宣传，Patagonia怎样用环保信仰黏住客户
• 反增长陷阱：90%品牌社群夭折的真相（及破解方法）
• 超越"互动量"：测算社群真实价值的3个冷指标
  
  

适合：
✓ 想摆脱流量焦虑的DTC品牌
✓ 经营私域却陷入僵尸群困境的操盘手
✓ 用"价值观"替代"价格战"的长期主义者

Perfect For 最佳读者

• CMOs shifting from social media to owned communities
• Startup founders building cult-like followings
• Web3 pioneers designing tokenized engagement

• 希望从社交媒体转向自有社群的CMO
• 想要打造狂热粉丝的初创创始人
• 设计代币化参与的Web3先锋

Pro Tip:
Use their “Belonging Equation”:
(Shared Values × Vulnerability) + Consistent Rituals = Unbreakable Bonds

黄金公式:
（共同价值观 × 脆弱性） + 持续仪式 = 牢不可破的联结