Oct 23, 2009 0
Tribal Brands
As humans, the drive to connect with others who share common values is an inevitable force. This behavior is so fundamental, so critical to functioning societies, academics have dedicated their careers to understanding the complex dynamic and ritual of tribal cultures.
Of all the years of academic research spent understanding tribal affiliation, inclusion, identity and shared cohesion, it’s only recently that business has taken notice. That’s not to say commerce based tribes haven’t been around forever—they have—but until now they’ve formed organically, without the considered attempts of brand managers to leverage this platform.
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