Tribes, Tribal Marketing, and Tribal Branding

Brendan Richardson
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Brendan Richardson: University College Cork

Chapter 1 in Tribal Marketing, Tribal Branding, 2013, pp 1-13 from Palgrave Macmillan

Abstract: 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.

Keywords: Social Connection; Brand Community; Star Trek; Consumer Community; Legitimate Stakeholder (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34910-1_1

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DOI: 10.1057/9781137349101_1

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