Elia Morling
www.tribaling.com

Hi, my name is Elia Morling

I run a company called Tribaling.

Tribaling lives at the crossing between marketing

My presentation is about tribes, identity and c
and how that affects your brand
and offers new ways to define and reach you

We help companies adjust to the new world of

Because companies of today are built for individuals

Individuals that make decisions on their own

and mostly buy to satisfy their own needs

Let's face it. People are social and more complex th

To understand them we have to learn about th

Everything a company does begins an

Companies no longer operate in a market.

So, while some people say marketing

I prefer to say SOCIETING

In the new world of tribalism we buy t

We use brands as raw materials to build and rein

People do not only buy things to live and fill needs, but to

Consumption is EXISTENTIAL
What does your brand add to the
existential projects of your customers?

In the new world of tribalism we value brands fo

The linking value is your brands ability to link people to
How does your brand connect people?

I want you to think of your brand as a bridge,
because it will help you aid the journey of your cu

What you're offering them is transformation, an
Identity transformation is achieved through ritu

When your customers buy your product they are cro
When they use your product they are taking part in y

Now ask yourself.
Where does that bridge lead to? Where
Remember that people seldom cross th
They do it with the help of others, an

In the new world of tribalism people are
They are more participative, recreation
On-line tribes are booming thanks to n
Consumers want to be stimulate

Many companies are encouraged to get inv
listen, ask questions and join the discussion

This is commonly known as relationship marketing.
But it still focuses on individuals and one-to-one relationships.

I want to encourage your company to go one ste
and focus on customer/customer relationships.

After all this is where a lot of the interesting stuff i
This is where critical decisions are being made to
It's also where the stuff they buy are being used.

Our identity has changed.
Our jobs are no longer the primary vehicle for our id

The largest impact on our identity is
Tribes.

A tribe is a group of people held together by a com

This all boils down to a hunger for community, expre
As members of a tribe we are part of something,
we fit into the whole,
we participate,
or more trivially we're in.

We all belong to a lot of different tribes, and we move in a
It's as simple as logging on to a website, and at once we
We assume temporary roles and identities as we join our
The tribes we belong to define us

Classic market segmentation defines their consumer world using
In this definition consumers are simple
They are incapable of collective action, and they are not connec

But reality is different right? We belong to lots of different tribes that affe
world. It focuses on shared passions that cut across traditional markers

In the new world of tribalism a 25-year old woman living in

She may have more in common with a 65-year old guy living in the suburbs of sea
old in the new world of tribalism

Why tribes are good for your business
Tribes are a better reflection of the world we live, the world o
The more precisely we can define our consumers, the less m
We come closer to our customers when we share their pass
Keep in mind that a tribe is larger than it's practitioners.
Because the largest group of a tribe is always it's sympathiz

View tribes as an extension of your organization.
They are co-producers of value, which enrich your brand.
Tribes make your brands more authentic, because they are a
Tribe members talk, and advocate your brand to potential me
Let all communication begin and end with your customers.

A good way of getting started is to think of your brand as social glue. How does your brand glue your customers together? How does your brand help your customers forge
meaningful social relationships?

People are looking for products and services that can link them to a community or tribe. The more powerful your glue is the

Elia Morling
www.tribaling.com