Tribal Intelligence

Culture Codes Shape Brand Strategies

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?

Tribal Fashion

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

Happiness spreads: Stimulate it to grow customer tribes

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).

eTribes and organizations

We all know more and more people out of work these days, and so the number of people building their personal networks is up dramatically. So is participation in associations, turnout at networking events and attendance at seminars. People are rethinking their careers, whether they’ve lost their jobs or if they expect they might.

I’ve heard people say they’ve let their networks atrophy during their last job. Now they’re under pressure to re-connect with friends, colleagues and resources. But they’re behind and often in panic mode.

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