5 ways to build a community around your brand

10/6/2010 | NYTimes.com

Customers like to feel good about the brands they engage with, and they're willing to pay more for those good feelings, writes MP Mueller, who profiles several small businesses that are building tribes around their brands. She discusses the importance of telling stories about the brand to gather a community and hiring people who understand the business' culture and mission and are willing to help expand it.

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