Officers eat last: Simon Sinek’s revelations on purpose and leadership
Simon Sinek is one of my favorite leaders and speakers in business. I discovered Sinek in early 2010 when I saw his TED Talk on how great leaders inspire action. The core of this presentation was a simple but compelling …
Do you have Wonka Vision? Making products stand the test of time
Have you ever thought about the staying power of your brand? Is it worth the effort? At one time, it was supremely important for the Quaker Oats company, as they sought to create a powerful, interesting, and lasting effect for …
Tribal Marketing: Dave Ramsey
After reading some of James’ posts about Tribal Marketing, I thought it would be fun to test it out on some brands I’m familiar with that I think are doing a good job of building a powerful brand tribe. (If …
Tribal marketing: sacred things
Every brand tribe has sacred things that help its members relate to the abstract concepts of the archetypes and the doctrine. They can be symbolic representations, memory triggers, evocative themes, or components of the brand tribe’s mythology. ICONS Icons are …
Tribal marketing: brand rituals
In tribal marketing, “rituals” are physical actions or processes that evoke, represent, or recreate aspects of the tribe’s beliefs and values. These rituals can be small, simple actions, such as breaking a Kit-Kat candy in half, twisting apart an Oreo …
Tribal marketing: the elements of doctrine
In tribal marketing, a brand tribe’s “doctrine” is the consistent set of beliefs and ideals held (and promoted) by its members. This tribal doctrine can include the following: Creed: The core of the brand tribe’s doctrine is its creed: a simplified, …
Tribal marketing: thinking beyond “us and them”
Traditional marketing philosophies divide people into two groups: “Us” (executives, employees, etc.) and “Them” (customers, leads, etc.). The notion of “tribal marketing” removes these distinctions. Everyone involved with the brand is a member of the tribe. With this in mind, …
Does this car make me look green?
A recent Freakonomics podcast got me thinking about tribal marketing. The episode presents the notion that people practice “conspicuous conservation,” a play on the idea of conspicuous consumption. People carry reusable bags that proclaim “I am not a plastic bag.” …