How a brand like the Grammys markets itself year-round
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What does it look like to market an idea without a product to sell? For some businesses, it might mean turning to Kickstarter or another crowdfunding platform to garner support from strangers while others might rally a community around an issue and mobilize action on social media. As companies more frequently rely on the word and engagement of their digital communities to drive brand awareness, it’s increasingly important for them to consider new ways of activating these groups.