Belonging is a basic need. So, it's a strong foundation for a brand. Anne Bahr Thompson has written a new book named Do Good, Embracing Brand Citizenship to Fuel Both Purpose and Profit. She makes the case that our identity—our sense of self—is in large part defined by the social networks and the communities we belong to—and equally those we opt out of. As strong brands support clear identity, then it follows that community building is a good brand strategy. Branding Strategy Insider has published an excerpt. Article: Building Brands On Community And Belonging