I was reading Jason Heng’s post on his marketing blog about tribe-oriented marketing.
Instead of simply creating value and allow any consumer to associate themselves with the value, marketeers are now creating groups or ‘tribes’ that share or want a number of certain values.
People can be categorized on several levels.
One of these levels are their values and believes. Targeting values is difficult because there are so many different values that people have. What tribe oriented marketing can do is targets the group of values and ideas instead of targeting individual values and ideas.
This is quite apparent in a number of marketing campaigns today, such as Apple. The important point is that tribe-oriented marketing can focus on one category or group or tribe, but because this is a higher level of categorization, a large number of values and ideas can be associated with it.