Tribal Marketing

The first article concerns that people may be in tribes. People belong to an area where they are considered as "individual" and act in ways that satisfy both needs: to belong and be distinguished. In a tribe, people share certain attributes that distinguish them from other tribes, such as age, sex, income, etc.

For marketing issues, it is difficult to identify a tribe because they constantly change some of its features. For example, in 5Street some people dance in some places and although they do not possess characteristics of a "segment", they can be considered as a tribe. However, we can find another larger tribe: those who play 5Street and have a personal attachment to the game, for instance: I've found some blogs dedicated to 5Street and videos on youtube showing the player's ability to dance.

The second article concerns the creation of value in the communities. According to reading, to create value you need different entities:

1) Social network: refers to a group of people who share certain interests and interact with each other to increase information on their tastes by sharing knowledge.

2) Impression management: refers to the brand image, for example, Apple fans usually try to convince others that their brand is better than Microsoft.

3) Community engagement: occurs when people are involved with the brand, for example when a person buys a shirt from a concert, the person "signs" the brand and makes its own.

4) Brand use: refers to people who share a taste and exalt it inside and outside their community. For example, in the game 5Street there are forums that give tips to other players and also videos showing how the players have overcome certain tasks. The combination of these factors leads to the generation of value in communities.

It is important to know that there is a tribe when people play 5Street, but it is more important to know that there are several tribes inside the game. For example: there are players who dance in certain stages...