About the brand tribalism concept

A brand tribe is a group of people who are connected to each other through their shared belief in the culture of the brand of their choice.

In business everyone knows about the high performing tribe that is Apple!

Who doesn’t know about the tribe that formed very quickly and successfully around Obama?

Think about the Twilight phenomenon and the global tribe that’s formed around it!

Some brands have a bit of tribal following and perform well, and others will too!

New Brand Tribalism™ has distinct 21st century dynamics and characteristics. It has far reaching consequences on how we all consume.

As consumers and employees, we already belong to many brand tribes. Increasingly we will place greater trust in those brands who actively engage believers in the joy of the journey.

Faced with crowded markets, flat growth and growing cynicism, the most effective organisational tribe of the 21st Century is a single, united brand tribe.

Successful New Brand Tribes don’t have to have the best customer service, they don’t even have to have the best products – but you will have to have authenticity, a clear identity and an open approach to engaging with your tribe inside and outside.

In model conditions tribe-members are unified by an unshakable belief in the brand and what that brand stands for. In good times that tribe will act as a single united voice selling the virtues of the brand and recruiting new tribal members. In tough times the tribe will stand as one and fight for the brand and what it stands for. Some organisations have achieved outstanding results through the power of their tribes, others have suffered the serious consequences of their tribe uniting and turning on the brand.

Those companies that don’t identify and embrace their tribes or fail to gel with them are likely to suffer at the expense of their competitors who do.

At NBT, We have developed a unique set of tools and methodologies which help businesses plan, prioritise and action what may be needed to know, unify and influence their new brand tribes.

This allows organisations to create new value at the heart of their business for competitive advantage and business performance.

If you are interested in finding out more and how we can work together please contact us.