2017 marks Torque’s 25th year of business! As we reflect on all that these past 25 years has taught us, we’ll be releasing a few of our top 25 lessons each quarter.
What gets us excited is talking about the real drivers behind marketing success and business success. We believe the starting point is to understand the customer. Our approach is Tribal Intelligence.
However, this immediately gets complicated...what company isn’t “customer focused?” Simultaneously, how many companies can actually tear themselves away from talking about their own product?
I conceived of Tribal Intelligence® to bring tangibility to segmentation by showing the connection between communities and brands. Tribal Intelligence has since evolved into a study of the usability of products and services that create brand experiences. It is the perspective that buyer behavior is influenced more by interaction between people in communities than by individuals making independent decisions. Consider the following: Fashion is tribal
What decisions do we make solely by and for ourselves? It’s an important question when considering marketing segmentation strategies and the best ways to appeal to either business customers or consumers.
Midmarket companies are facing major challenges, asking:
According to the British Medical Journal (BMJ) article: Dynamic Spread of Happiness in a Large Social Network, happiness is a fundamental object of human existence.
The intent of the study was to go beyond the well known contagion of emotions between people in close proximity and over short periods of time (such as mirroring a smiling when another person smile).