TRIBE

TRIBE
While people want to be 'unique'... in troubled times people will count on the collective to gain in importance, with individuals also seeking solace and comfort in the company of kindred spirits.

Tribal marketing is a marketing strategy that attempts to create social groups or communities that are centered around a product or service. The credo of tribal marketing is that postmodern people are looking for products and services that not only enable them to be freer, but can also link them to others, to a community, to a tribe.

Many tribes tend not to evolve around a specific product or brand, but are about consumers/individuals sharing similar interests, hobbies, beliefs, preferences, world views and passions.

To DESERVE access, brands will have to come up with something that transcends advertising. Something truly useful, relevant, delightful or generous.

TRIBEFACTURING
Actually delivering products and services tailored to tribal needs. What's next? broadening the scope of what is essentially niche production, by taking the concept from niche catering to Passions to niche catering to Lifestyles.

EX - Diesel created a limited edition line of jeans designed to withstand the rigors of summer festival fun called Diesel Roskilde Festival Jeans. Reportedly only 1,000 pairs were up for sale for both men & women, making scarcity part of the appeal!