Last year I had the opportunity to meet Carlos Velasco, a community leader and the founder of Novle, a community activation firm in Phoenix, Arizona.
In one of our first conversations, Carlos shared with me the impact of community activation to position a brand and the influence of a community leader. A community leader’s role in brand positioning, particularly in a cross-cultural market, is a critical factor in connecting brands with communities. The loyalty, trust, and support leaders get from their communities, and vice versa are powerful interactions that can benefit brands with their positioning within the leader’s community.
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