We have developed an implementation methodology for brand communities over the last several years and projects; summarised as ECHOES (we will run out of allusions to 'resonate' eventually). The 'S' stands for "Story" - the stance of interest that underpins the community and makes it interesting, moves the narrative forward and provides Clay Shirky's "plausible promise" that lets participants feel other people will also find this interesting and a worthwhile investment of time.

Ever wondered how to best design and launch a better insurance company? IAG decided to ask their customers what they wanted. And use their feedback to develop a new online insurance company from the ground up. We posted on the launch of their on-line community some time ago; myinsuranceideas. Today the company was launched, welcome The Buzz please. Take a look.

I have talked in a previous post about online conversations that don't go anywhere - evidently serving some form of purpose for customers without providing any value for the brand; indeed, just committing the marketer to an endless stream of content challenges!

Why your brand needs to be part of the online conversation