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COMMENT: How automotive brands can ‘cult’-ivate a community

Being agile and shapeshifting to keep up with customer demands will help automakers build a future around a brand’s lifestyle, rather than just its cars, writes Joe McElligot

Queuing for hours in the freezing rain to get a new product first…Buying a Toyota Prius to demonstrate an ecological conscience…Going to IKEA for meatballs, and staying for yoga…These are all examples of consumer behaviour in the context of community, of needing something more from a brand than just a product.

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