# Professor Jared Watson explains how private messaging and communities have the potential to boost customers’ brand empathy, which has a direct impact on brand loyalty

1 Faculty News June 22, 2020 ![Vogue logo](/sites/default/files/styles/246w/public/assets/images/con_032005.jpg?itok=cNIqeW6J)>

Excerpt from [Vogue](https://www.voguebusiness.com/companies/keeping-it-private-how-brands-nurture-micro-communities) -- "Micro-communities act like a backstage pass or an Amex Centurion card by 'making people feel special', says Forrester’s Kodali. Private messaging and communities have the potential to boost customers’ brand empathy, which has a direct impact on brand loyalty, adds [Jared Watson](https://www.stern.nyu.edu/faculty/bio/jared-watson), assistant professor of marketing at NYU Stern School of Business. 'It allows brands to craft individualised messages for each subgroup of consumer rather than a one-size-fits-all approach.'"

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