It seems that something has to be perceived with the in group to let them know they are a community beyond just the brand. When we talk about brand communities, whether it’s car clubs or Star Trek fans, it seems that the values that get associated with the brand are what really make the communities form. What elements of the community exist — what thoughts or ideas exist in people — before people unite around the brand?

Finally, if we’re going to bring Simmel into it — and hey, why the heck wouldn’t we? — we might also bring Dilthey and Weber in and suggest that part of this complex relationship is perceived by the individual as a kind of verstehen. The individual senses a relationship that cannot be fully described, yet is sensed as a deep understanding. Is the key to knowing a brand community to understand this understanding?

Lots of good stuff. My brain tiny is chewing on this food for thought.