I’m Just Here for the Comments

Opinion: Why online communities are essential to future-facing brands

Many of the best ideas are coming to life in the comments undefined undefined/iStock

Ever since Emily Weiss announced that her cult-status beauty blog, Into the Gloss, was expanding out of editorial and into product development with a skincare brand called Glossier, the concepts of “customer-centricity” and “brand community” have evolved from marketing buzzwords into a standalone business strategy.