Post by ryglo739 on Mar 16, 2024 6:43:08 GMT
Sometimes, to invent something new, you just need to look to the past. It must be precisely this concept that inspired the birth of the so-called Tribal Marketing . Unconventional marketing strategy that aims to create a community connected to the product or service you intend to promote. To better explain this practice we start from the concept of Tribalism , that is: Tribe-based social organization . When we talk about tribes our brain takes us back to the American Indians with their rituals, their dances and their customs. Apache, Cheyenne and Arapahoe were characterized by relative cultural and linguistic homogeneity. Today, however, we are talking about a different type of tribe, made up of a group of individuals who are not necessarily homogeneous in terms of objective social characteristics.
Why is it necessary to make this distinction? Isn't the concept of DX Leads tribe outdated? The answer is no. Indeed, the concept of Tribe is more relevant than ever. This is because, in contrast to a modern imaginary of individual uprooting, we see a postmodern imaginary made up of attempts at "re-rooting". With globalization and the search for individualism we have achieved that long-awaited autonomy. But like all things we desire so badly, we set expectations that were too high. It's true, freedom is not a factor to be underestimated but we have lost sight of some important values. Social relationships, bonds and sharing have begun to dissolve before our eyes. This is why today we need to re-establish these bonds and feel part of a whole. It is at this point that the need arises to talk about tribes again, or rather Neotribes .
These are more ephemeral, fragile and unstable than traditional ones because the members of the group are free to choose independently whether to join or leave it. Take for example the community that is created around the Harley-Davidson brand. We find architects, workers, employees, doctors who, riding a Harley, become equal, united by unfading values and an inner personality that goes beyond any social classification. Thus, just as a totem is the symbol around which a traditional tribe gathers, the product is for the contemporary tribe. We can therefore imagine it as a consumer subculture that shares the same ideals and lifestyle. Consumption as a tool capable of generating or strengthening bonds between individuals.
Why is it necessary to make this distinction? Isn't the concept of DX Leads tribe outdated? The answer is no. Indeed, the concept of Tribe is more relevant than ever. This is because, in contrast to a modern imaginary of individual uprooting, we see a postmodern imaginary made up of attempts at "re-rooting". With globalization and the search for individualism we have achieved that long-awaited autonomy. But like all things we desire so badly, we set expectations that were too high. It's true, freedom is not a factor to be underestimated but we have lost sight of some important values. Social relationships, bonds and sharing have begun to dissolve before our eyes. This is why today we need to re-establish these bonds and feel part of a whole. It is at this point that the need arises to talk about tribes again, or rather Neotribes .
These are more ephemeral, fragile and unstable than traditional ones because the members of the group are free to choose independently whether to join or leave it. Take for example the community that is created around the Harley-Davidson brand. We find architects, workers, employees, doctors who, riding a Harley, become equal, united by unfading values and an inner personality that goes beyond any social classification. Thus, just as a totem is the symbol around which a traditional tribe gathers, the product is for the contemporary tribe. We can therefore imagine it as a consumer subculture that shares the same ideals and lifestyle. Consumption as a tool capable of generating or strengthening bonds between individuals.