The document discusses the concept of tribes as groups with deep interpersonal connections formed through shared experiences and traditions, highlighting their importance in self-identity and happiness. It contrasts tribes with brand communities, emphasizing that while brand communities are commercially focused, tribes nurture consumer relationships without monetary ties. The example of lululemon illustrates how a brand can lead and support its community by focusing on shared values, such as the promotion of yoga and wellness.

1. By: Marsha Druker
January 11, 2012

2.  “A group with deep interpersonal connections
built through shared experiences, rituals and
traditions”
 Occupy space physically. The tribe, or at least
some of its members, can gather and perform
rituals in meeting-places such as places of
worship or public spaces
These spaces are known as “anchoring places”

4.  Humans have a basic need to
connect with others, share
experiences, and develop
relationships
 Involvement with a tribe is an
expression of self-identity
 Belonging to a tribe can be very
helpful in guiding one through
life, as well as increasing
happiness
 Purely Social
 Values + Social
 Cultural + Social
 Business + Social

5.  “Groups of people emotionally connected by
similar consumption values and usage, who
use the social „linking value‟ of products and
services to create a community and express
identity”
 Relatively new concept, but one that has
made a remarkable impact on marketing
theory development

6.  A brand community is formed around
supporting a particular brand or
product
 Brand communities are explicitly
commercial, whereas tribes are not
 Brand communities are concerned
about the relationship between brand
and consumer, whereas tribes focus on
the relationship between consumers

7.  Social influences play a crucial role in
an individual's consumption decisions
 In addition to sharing moral values and
opinions, consumer tribes also share
consumption preferences
 This provides opportunity for
marketers to access a specific market
segment and to create lasting loyalty
through establishing both an emotional
connection as well as a rational reason
for commitment

9.  Lululemon was created to satisfy the
need for the goods that people
require in order to practice yoga:
mats, clothing, water bottles and
etc...
 As the brand grew, so did its ability
to lead the tribe. Lululemon‟s
website now reads more like a yoga
resource than it does a retail store
 There is nothing on the website
about features, benefits or purchase
decisions

12.  The yoga connection is at the very core of lululemon:
 sells high-quality yoga clothing
 pays for employees to take yoga classes
 holds its own classes five days a week at the head office
“At the core, we‟re yoga both literally and figuratively. Yoga is so
good for you. We feel it‟s a gift of health. If we can educate a
customer on the benefits of yoga, we've made them a better
person and the world a better place.” - Eric Petersen, lululemon‟s
marketing director
 In-store bulletin boards feature fliers advertising nearby yoga sessions
 Lululemon employees, “educators,” are always happy to recommend
their favourite instructor or answer any questions!
 Supports local athletic communities by providing a research and
development (clothing, mats, water bottles, etc.) discount to certified
yoga instructors, personal trainers or coaches

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