Understanding Tribes
Seth Godin discusses the important concept of tribes. Think about this within the context of 1) your brand makes a promise, and 2) now you have to lead your consumers to the accomplishment or realization of that promise.
If you want a brand following, your brand has to stand for something but it also has to lead people toward the accomplishment or realization of that thing in reality.
The way for brands or for any kind of leader to lead and to make change is to lead a tribe. Listen to Seth's talk and check out his book Tribes.
