ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Just Too Cool: Managing the Expectations of a Brand Community Brendan Richardson, University College Cork, Ireland Máire O Sullivan, University College Cork, Ireland This paper deals with managing the expectations and experiences of a brand community formed around a rapidly expanding craft enterprise. Using ethnographic and nethnographic data, we present some of the potentially negative effects a brand community can have on the brand they profess to love. [to cite]: Brendan Richardson and Máire O Sullivan (2012) ,"Just Too Cool: Managing the Expectations of a Brand Community", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , Duluth, MN : Association for Consumer Research, Pages: 336- 339. [url]: http://www.acrwebsite.org/volumes/1011216/volumes/ap11/AP-10 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.