Brand Communities that Serve Your Customers and Business with Charles Vogl
Play • 30 min

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Charles Vogl is an award-winning author, speaker, and executive adviser. For the past decade, his work has focused on advising leadership within global organizations including Google, LinkedIn, Facebook, Airbnb, and Twitch. He is a regular guest lecturer at Yale School of Management and a founding member of the Google Vitality Lab, a collaborative partnership focused on the world’s most pressing health and well-being challenges. He is the author of the international bestseller The Art of Community and co-author of the new book Building Brand Communities: How Organizations Succeed by Creating Belonging.


  • A brand community needs to serve both the individuals and the organization.
  • A brand is any organization that promises value.
  • A mirage community is something that a brand calls a community but has no substance or connection.
  • Seven areas where communities can serve organizational goals: Innovation, talent recruitment and retention, customer and stakeholder retention, marketing, customer service, advancing movements, and bringing people together.
  • It is vital to know 1. Who you want to bring together, 2. Why they want to come together, and 3. How they want to grow into something new or better.
  • Despite brand communities needing to serve the business, they must also serve individuals. No one wants to join a community that just wants to extract from them.
  • We are living in the loneliest era in human history. People are desperate to be more connected. Invite people to join your community.


  • What is some lesson, saying, or experience that continues to influence your leadership to this day? Experience serving in the Peace Corps—specifically observing a communal way of living and the need for justice.
  • Use three descriptors to finish this sentence: “A leader is…” Patient, humble, and committed.
  • What is a question that leaders should be asking either themselves or others? Do we really understand what is going on here?
  • What book would you recommend to leaders? The Trusted Advisor by David Maister, Charles Green, and Robert Galford
  • If you could get every listener to start doing something THIS week to help them be a better leader, what would it be? Make sure you are not doing it alone.
  • As a general life principle, is it better to ask “why?” or “why not?” Why?” because we need to know the reason we are committing to something.



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