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.
Victoria Beckham is so nasty, why doesn't she just go home?! Her dresses are beautiful, but I don't care what she does. She's mean to all the people around her. She's too short to be a diva. We all use the same hairdressers, make-up artists, limo-drivers and greeters at the airports in LA and nobody has anything nice to say about her. They say she's rude. She can't always just be having a bad day.