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consumer tribes | MAI Journal
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Published in: Spiritual , Business. Full Name Comment goes here. Are you sure you want to Yes No. Carla Edwards-Donald. Most self-respecting brands will have at least one social media channel to promote its wares. This will allow brands to build and nurture their own brand communities.
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What about engaging with consumer tribes that are not affiliated to brands? In this case the concept of tribal marketing comes in: you as a brand manager will be looking for the emotional engagement of your brand with specific consumer tribes. Here Save the Children have produced a video appealing to a variety of tribes linked to anti-war and children safety.
The objective was to get the targeted audiences to donate to their cause.
The same principles apply if the consumer tribe is also a branded community. Tribal membership is fluid and can fluctuate according to the involvement of the individual. Membership can be placed at four different levels :. Low participation the sympathiser , b.
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Active members, c. Practitioners d. She also feels a new affinity with other moms, even those with whom she had little in common before. The concept of tribes, developed by Seth Godin in his book of that name, has become a major focus for brands. Far from it. While every member of your tribe is a customer, not every customer truly belongs to your tribe.
This deeper affiliation comes when you unlock something more special—when you identify a group of characteristics that bind your key customers together, such as a collective passion, vision, stage of life, or desire for change.
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These shared attributes make these people more than just customers. They not only embrace your brand identity; to a significant extent, they help you define it. For marketers, the goal is to discover the shared characteristics that define your tribe, speak to the changes and challenges that its members are experiencing, and create folklore and stories that will strengthen the bonds of your tribe and stoke its passion for your brand.