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About tribes, identity and community, how that affects your brand and offers new ways to define and reach your customers.

About tribes, identity and community, how that affects your brand and offers new ways to define and reach your customers.



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    Tribes Tribes Presentation Transcript

    • 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