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Tribes, Tribal Marketing, and Tribal Branding

In: Tribal Marketing, Tribal Branding

Author

Listed:
  • Brendan Richardson

    (University College Cork)

Abstract

Imagine a scenario where everyone you want to promote your brand to is so enthusiastic about the brand that they are already promoting it to one another. Instead of a situation where jaded or cynical consumers feel a sense of apathy towards your products, they feel a sense of commitment and excitement about your product that they want to share with other people. Imagine a situation where instead of only having a small team of developers trying to generate new product ideas, you had access to a huge pool of people who continually devoted their time, energy, and love to developing new ways of sharing your product with one another? What if instead of having to devote huge resources, in terms of time and money, to bring this about, you could rely on your customers to do it for free? Is this a marketer's utopian dream? Not at all. Welcome to the world of consumer tribes.

Suggested Citation

  • Brendan Richardson, 2013. "Tribes, Tribal Marketing, and Tribal Branding," Palgrave Macmillan Books, in: Tribal Marketing, Tribal Branding, chapter 1, pages 1-13, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34910-1_1
    DOI: 10.1057/9781137349101_1
    as

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