Tribal Marketing, Tribal Branding : An Expert Guide to the Brand Co-creation Process

Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities. The face of consumer marketing has changed. However, most contemporary approaches to marketing still fall far short of delivering on the full potential of social and other media for brand development. In contrast, tribal branding integrates offline and online approaches to brand development, allowing marketers to benefit from greatly enhanced levels of consumer devotion to brands. c Featuring insightful examples and case studies, 'Tribal Marketing, Tribal Branding' incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities Cover 1 Tribal Marketing, Tribal Branding 4 Contents 8 Tables, Figures and Boxes 11 Acknowledgements 12 1 Tribes, Tribal Marketing, and Tribal Branding 13 2 What Is Tribal Marketing, and Why Hasn't It Been More Widely Implemented? 26 3 Tribal Origins and Idiosyncrasies – Why Brand Tribes Form and Why They Need to See Themselves as Unique 40 4 Understanding Tribal Dynamics: Beginning to Engage with the Art of Ethno-Marketing 66 5 Collecting Tribal Data 86 6 Interpreting Tribal Data: Analysing Ethnographic Data and Using It to Build and Maintain Tribal Brands 104 7 Meet the Tribes 126 8 Towards an Ethics of Tribal Marketing 144 9 Tribes and Tribal Branding – Where Do We Go from Here? 163 Notes 184 Bibliography 190 Index of Tribes 194 Index of Topics 195 Front Matter....Pages i-xi Tribes, Tribal Marketing, and Tribal Branding....Pages 1-13 What Is Tribal Marketing, and Why Hasn't It Been More Widely Implemented?....Pages 14-27 Tribal Origins and Idiosyncrasies – Why Brand Tribes Form and Why They Need to See Themselves as Unique....Pages 28-53 Understanding Tribal Dynamics: Beginning to Engage with the Art of Ethno-Marketing....Pages 54-73 Collecting Tribal Data....Pages 74-91 Interpreting Tribal Data: Analysing Ethnographic Data and Using It to Build and Maintain Tribal Brands....Pages 92-113 Meet the Tribes....Pages 114-131 Towards an Ethics of Tribal Marketing....Pages 132-150 Tribes and Tribal Branding – Where Do We Go from Here?....Pages 151-171 Back Matter....Pages 172-184