The spread of the pride of being associated with a brand that delivers consistently it's brand promise, with a brand that puts them at the heart of the promise, a brand that exists to create value for them....creates the community. A community is a powerful, free salesforce - all it asks for in return for all this wonderful free work they do on your behalf, is to be respected and for you not to break that trust.
Anna’s most salient point is that when you create customer advocacy, your advocates will tell your story with glee to whoever crosses their path. There is an exponential aspect to this type of word of mouth advertising. Over deliver on your promise and you will reap the vast Benefits of Community!