According to marketing thought leader Mark Schaefer, community is 'the last great marketing strategy.' In Belonging to the Brand, Schaefer calls community 'the marketing megatrend of our time.'
People have disdain for airlines, shown through rankings where no airline makes the top 50. This lack of positive emotional connection presents a challenge for community building.
FlyerTalk, an independent online community for expert travelers, demonstrates the existence of brand-specific sub-communities but lacks significant offline interaction.
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