Abrand tribe is a concept in marketing that refers to ephemeral groups that enable connections among consumers sharing passions or interests.[1][2] A brand tribe is part of a tribal marketing strategy fostering engagement among consumers, as opposed to emphasizing the functionality of products and services.[3]
The concept of brand tribes or consumer tribes in marketing refers to the development of consumer-to-consumer engagement through the emergence of neo-tribal values such as rituality and group locality. A brand tribe differs from a brand community in which tribes lack long-term commitment to the group, and do not locate their socialization around a single brand.[4] The notion of consumer tribe refers to a multiplicity of commercial and non-commercial social groupings, characterized as impermanent, fluid, and ephemeral.[2]
Much in this area is still under-theorised. Academics have explored and discussed the degree of connectedness between consumers and brands and the implications for post-modern organisations and consumption.[5]
Mark Lovick was first to invent the Tribal Marketing concept in 1984, for Coca-Cola International, while working as a Copywriter for USA Advertising Agency, McCann-Erickson, Sydney, Australia. The Concept was Pitched in New York City, March 1985, to the, then President & CEO, Roberto Goizueta, at a Worldwide Conference, held at Radio City Music Hall. The slogan "Brands have Tribes, Tribes have Brands" was later coined by Mark Lovick (C) copyright 1985. Also, the Theory/Idea was later Registered at the USA Copyright Office in 1986, as a Concept for a TV Documentary Series, with Kings Road Entertainment of New York & Los Angeles.
