Brand tribalism

A brand tribe is a group of people who are linked by a shared belief around a brand. Its members are not simply consumers; they are also believers and promoters. A brand tribe is capable of collective action and therefore has implications for businesses.[1]

Origins

The concept of tribal consumption comes from the research and writings of numerous academic researchers who have expressed "tribal-based views of brand." Brand Warfare: Ten Rules for Building the Killer Brand, with Michele Owens[2] describes the tribes people belong to as "determined even less by geography, pedigree, race or religion. Instead, our tribes are determined largely by education and accomplishment, and they are manifested by the things we consume. More and more, they are brand tribes."

Much of the research on brand tribalism depicts 21st Century society as a network of micro-cultures or "tribes." Brand tribes are organically and voluntarily formed through individual identification with a brand. Factors that contribute to the formation of a brand tribe are perceived brand authenticity, experiences felt through interaction with the brand, and a collective sense of belonging within a group.[3] Central to the fabric of brand tribes is a deep conviction as to the notion of truth or rightness (Belief).

The concept of Tribal Marketing—"All Tribes have Brands & All Brands have Tribes"—was first developed in 1984 at McCann-Erickson Advertising (Sydney) by Mark Lovick for Coca-Cola USA. Prior to 1984 the concept of Tribal Marketing did not exist internationally, only socio/economic, and other such demographic "research statistics" disciplines were used.

Potential red flags

Much in this area is still under-theorised. Academics have explored and discussed the degree of connectedness between consumers and brands and the implications for post-modern organisations and consumption. Robert Kozinets and Jay Handelman have been among those to call for further conceptualisations.[4]

References
  1. Patrick Dixon (2010-10-31). "Wake up to Stronger tribes and longer life" (PDF). Financial Times. Retrieved 2010-02-08.
  2. Brand Warfare: Ten Rules for Building the Killer Brand, with Michele Owens (2001) p. 22
  3. Veloutsou, Cleopatra & Moutinho, Luiz "Brand relationships through brand reputation and brand tribalism" Journal of Business Research, March 2009
  4. Kozinets, Robert V. & Jay M. Handelman (2004) “Adversaries of Consumption: Consumer Movements, Activism, Ideology,” Journal of Consumer Research, 31 (3), 691-704.

Further reading
  • Cova, B. and Cova, V. (2002), “Tribal marketing: the tribalisation of society and its impact on the conduct of marketing.” European Journal of Marketing, Vol. 36, No.5& 6, pp. 595–620.
  • Cova, B. and Cova, V. (2001) ‘Tribal aspects of postmodern consumption: the case of French in-line roller skaters,’ Journal of Consumer Behaviour, Vol. 1, No 1, p. 67-76.
  • Kozinets,R. Cova, B. and Shankar, A. (eds) (2007) Consumer Tribes: Theory, Practice, and Prospects, Elsevier/Butterworth-Heinemann, London.
  • Maffesoli, M. (1996), The Time of the Tribes. London.
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