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Tribe Management

Brand management is so 1999.

Brand management was top down, internally focused, political and money based. It involved an MBA managing the brand, the ads, the shelf space, etc. The MBA argued with product development and manufacturing to get decent stuff, and with the CFO to get more cash to spend on ads.

Tribe management is a whole different way of looking at the world.

It starts with permission, the understanding that the real asset most organizations can build isn't an amorphous brand but is in fact the privilege of delivering anticipated, personal and relevant messages to people who want to get them.

It adds to that the fact that what people really want is the ability to connect to each other, not to companies. So the permission is used to build a tribe, to build people who want to hear from the company because it helps them connect, it helps them find each other, it gives them a story to tell and something to talk about.

And of course, since this is so important, product development and manufacturing and the CFO work for the tribal manager. Everything the organization does is to feed and grow and satisfy the tribe.

Instead of looking for customers for your products, you seek out products (and services) for the tribe. Jerry Garcia understood this. Do you?

Who does this work for? Try record companies and bloggers, real estate agents and recruiters, book publishers and insurance companies. It works for Andrew Weil and for Rickie Lee Jones and for Rupert at the WSJ... But it also works for a small web development firm or a venture capitalist.

People form tribes with or without us. The challenge is to work for the tribe and make it something even better.


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» Why View Customers as Your Tribe? from Tribe Building
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» Tribes, Customers, Apples and Worms from Tribe Building
Think of your business as an apple – the kind you eat, silly. On the surface – your apple looks shiny and bright – at least to you. But, how does your tribe of customers view your apple and what [Read More]

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» Branding Trends: Engagement And Creation With Your Audience - The CoCreative Consumer from Robin Good's Latest News
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» Fish can be Purple Cows Too from Tribe Building
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» Heretics-New Leadership for the 21st Century from LeaderTalk
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» Promotional Event Marketing on the Slope from Absolute Promotions Ecofriendly Promotional Products, Corporate Gifts, Printed Logo Items
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» D-I-WINE and Le Snob from Make Your Own Wine
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» who's in your tribe? from legal sanity
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At the Tate Modern there is a fascinating exhibition of Futurism, an artistic movement that kicked off with a Manifesto and a huge amount of publicity for being more visionary-than-thou (Move over Seth Godin, they had Tribes sussed out 100 years ago). Any [Read More]

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