I found an absolute gem buried at the end of that long CIO article and I wanted to highlight it separately, basically it’s a little story about a brand that was brought back to life after going out of business due to the fact that there was a “network” of customers ready to support it. This quote is absolute gold :
If you create a network of customers then the customers buy into the brand and become increasingly loyal to the brand. When that happens you arm them with tools to spread that and evangelize the brand,”
The bricks and mortar store had already generated a loyal customer base addicted to Remo products. When Giuffre raised enough angel seed money to create a Web site it was to offer a non-transactional site for the “orphan customers” to register interest and say which of the Remo products they wanted back first. He started off with 90 e-mail addresses.
Again, here’s the full article:
CIO | As You Like it
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