There are differences in execution when we build brand relationships with individuals versus communities. More mportantly, how do we even think about the nature of branding itself and the role it plays in designing a customer relevant, connected business. Is it realistic to design products and services for individuals not segments? What is the right level of relationship for a brand?  The demographics/psychographic level is too big, and the individual level is too small. So communities of interests and affinity are more the scale you want. Via Rawn Shaw, Forbes.