OPINION: Building a community spirit around your brand.

Steven Sturgeon, global marketing director for William Grant & Sons, owner of whisky brand Glenfiddich, explains why communities are vital for modern marques

It seems that everyone is talking about YouTube or MySpace at the moment. But for many brands, the most important thing to take from these two online services is that they are communities where people can interact with each other. As consumers become more detached from traditional ways of life, they are looking to find communities in other places.

The whisky market is often thought of as being about 'status'. Many whisky brands, such as Chivas Regal and Johnnie Walker, market themselves as a lifestyle choice. It's a very …