Community Quotient

Community Quotient

We created the Community Quotient (CQ) as the first metric to measure how well a brand attaches to pre-existing communities. Rooted in social science research ranging from psychology to economics and sociology to political science, it’s a usable metric to determine how strong a player your brand is within its community, and illuminate areas for growth. 


The CQ is a 40-point ranking spread across four pillars of strong communities. A high ranking means a brand participates in its community in alignment with the principles of the pillar. To determine how well a brand performed on each of the CQ pillars, we also considered recency, noteworthiness and quantity.


PILLAR 1

Identity

Individuals within a community with high identity have an emotional attachment to the group, and derive a sense of their own personal identity from belonging to the community.

How brands benefit

Loyalty

Glossier speaks to Millennial and Gen Z beauty enthusiasts who identify with the body positivity movement.
Starbucks loyalists have “their regular drink” and integrate it as an indispensable part of their daily routine.
PILLAR 2

Social capital

Communities with strong social capital place value on the members’ influence. People feel like they have a voice, and that their voice is heard.

How brands benefit

Word of mouth

Strava allows for easy communication between members to meet up in any city to cycle together, and provides an opportunity to see others’ actions and performance.
Harvard maintains the strongest alumni network in the world through a norm of mutual aid and communication amongst alums.
PILLAR 3

Oneness

A group with high oneness acts as a single entity, displaying high levels of cohesion and similarity between group members.

How brands benefit

Viral spread of info

Harley Davidson gathers niche motorcycle enthusiasts and the lifestyle that surrounds it, from riding to maintenance to the fashion.
Patagonia speaks to the communities of outdoor enthusiasts who are also politically environmentally conscious consumers. All of their communications and activations are dialed in to the needs of those interest groups.
PILLAR 4

Mobilization

Mobilized communities can be launched into action, with members cooperating to deliver on a common goal.

How brands benefit

Earned media, marketing efficiency

Fridays for Future, where Greta Thunberg activates the Gen Z environmental activist community and gives clear and actionable policy changes to march for every Friday.
Burning Man gathers thousands of people from all over the world to camp in the desert for a week celebrating creativity, expression and the arts.

The business value of community

When brands work with the nature of communities, strong relationships are just the beginning. By participating in communities in ways that play to those communities’ strengths, brands reap a slew of powerful benefits.

A Venn diagram with two primary circles titled "Communities create" and "Brands need". In the "Communities create" circle the following items are listed: Entitativity, Mobilizaion to a cause, social capital for members, represent identity. In the "Brands need" circle the following items are listed: Audience engagement, audience mobilization, fandom, sales. The intersection between the two Venn diagram circles contains a title that reads "Brands benefit from" with the following points underneath: Loyalty, lower marketing spend, higher ROI on marketing, higher purchase frequency, higher purchase intensityA Venn diagram with two primary circles titled "Communities create" and "Brands need". In the "Communities create" circle the following items are listed: Entitativity, Mobilizaion to a cause, social capital for members, represent identity. In the "Brands need" circle the following items are listed: Audience engagement, audience mobilization, fandom, sales. The intersection between the two Venn diagram circles contains a title that reads "Brands benefit from" with the following points underneath: Loyalty, lower marketing spend, higher ROI on marketing, higher purchase frequency, higher purchase intensity

The brands doing community best

Icons, consumer brands, social platforms and more—we ranked the community brands that dominated the year.

Belong Index 2020