I get a lot of newsletters throughout the day regarding media plans, targeting and the latest and greatest.  One came over yesterday that really hit the nail on the head regarding the role of the "enthusiast" and the general online community.

The outdoor space is a little different.  There are general brands who brand online, and for them finding a deep pocket of "enthusiasts" can be tough ( when have you seen a micro-site devoted to Dove Soap?).  Outdoor folks are different, and its interesting to me how this author points out some thoughts that we've known all along.

I'll put a link to the article at the end, but in a nutshell : In order to brand online, you need to be inside the commnuities who are using your brand, and then reach the ones who are going to tell as many people as possible about how cool they think your product is.

Top Ideas from the Article:

1. The 1% Rule
2. The 2-4X Rule
3. The New Media/New Pipes Rule
4. The Martha Stewart Rule
5. The Power of "Weak Links" Rule
6. The Feed the Fire Rule
7. The More Things Change Rule
8. Horse Before the Cart Rule
9. The PR Pitfalls Rule
10. The Customer-Service Rule

10 Essential Rules for Brands in Social Media