Facilitating Collective Engagement through Cultural Marketing

I. Résumé of the text from Head, Schau and Thompson

The Twilight saga from Stephanie Meyer has created an iconic brand thanks to three main resonating themes, which foster readership identification and among readers: - Post modern-feminism - Romance - Superhuman science fiction.
The success joined millions of readers world-wide and garnered the interest of multi-generational populations, shown by brand communities off-line and on-line threw tight-knit groups whose members share attitudes, beliefs, and practices that give rise to the existence of brand community culture and collaboratively create value.

This huge brand-community culture poses a new phenomenon. Traditional marketing is no longer appropriate because ancient belongings (national, generational, racial…) are no longer what characterize consumers’ lifestyles and predict consumption behaviors.

The factors that distinguish brand community members from traditional consumers include their connection to the brand’s offering, their relation to other brand consumers, and their ability to participate in the evolution of the brand. Identification, techno-social spaces, inter-connectivity and behavioral templates motivate active engagement among consumers. Thus, the role of brands is very much more important in the society, it does not only use social groups any more but it creates these groups.

Indirectly, Meyer created a new female-driven brand community. This community is unique because of its diversity in nationalities, socio-cultural backgrounds and age groups. II. The success of “creating” a new target group The post modern feminism image

What permitted the success of the Twilight saga is that the author, Stephanie Meyer, proposes a solution to an important and worldwide society issue: the challenging aspect of balancing women’s needs against society’s expectations. The Twilight saga