Last week the one of the directors at IKEA Sweden told me that they where looking for 1000 new managers and got over 50% of their work applications for from members in club: IKEA Family (read consumers/fans).
I often ask companies when are you going to involve your fans into your company? The answes are are often first: Do we have fans? Yes only open the doors I say. But instead they make fans have legal reservations on their fansites as here.

Legally Required Disclaimer: This fan-run website is NOT related to IKEA, IKEA.com or the IKEA Group. Any and all links to IKEA.com are presented for reader convenience only and do not imply IKEA’s approval of this website. Got that? Good. Now back to the fun stuff. Ohikea.com

Ohikea.com have more passion than a normal IKEA Family member has (well it’s the same persons but at Ohikea.com they are allowed to express more of their passion).

Going to an IKEA store takes a lot of time, so does this Dracula movie that takes place in an IKEA store. When fans are living and creating their tribes outside of the corporate culture the brand has now control so they try to stop the energy that instead could get into the brand.
Without the connection to their fans IKEA can end up headhunting Dracula as a managers (he got passion). But if they had more interaction with tribes as Ohikea.com they would tell how’s how and then let some play and some work (official).