They may start as on-line communities, but brands should look at creating real communities around their products - Screwfix run DIY Workshops, Green and Blacks run chocolate courses, to develop advocacy and champions brands should embrace the idea of community building through rich interactive content but also real life/in person interaction.
Within the community, influencers would emerge who are a point of advice on the brand/product and the members would self-generate their own stories and experiences.
Communities only work when there is a shared experience, brands already have that within their users which can be built on to deliver much deeper connection and positioning as a 'trusted friend' in their own fields; B&Q 'How to' sheets and on-line tutorials could replace Dad or Uncle John as the place you turn to when you need to know how to tile the bathroom. Russel Hobbs could replace Mum when you need advice on how to bake bread etc.
You can find a more in-depth article by Venture Republic here on creating brand communities; http://www.venturerepublic.com/resources/brand_community_brand_differentiation_leadership.asp
As research strategists and brand planners, we should develop ways to measure and advise on the inherent strengths within the brands which could be developed into 'community builders' through some lateral thinking.
IKEA flat pack assembly workshops perhaps; free allen key to first 10 signed up...
