A sure fire way to strengthen a company’s brand is to earn the endorsement of respected third-parties. Communities are most influenced by members interacting with each other as they comment, debate, and recommend. A company that wishes a seat at the table in these communities needs to participate with something real to offer. That’s how trust is gained with community members who easily sniff out product peddling. Through the integrated approach of the Circle of Influence a company can develop respect and credibility. This moves a brand beyond preference to brand advocacy.