Tribes

Last week , in CCM ( to the uninitiated, cross cultural management), Father showed us this video by Seth Odin about Tribes and it described man as a very tribe oriented creature and that really got me thinking of the different applications of the tribe culture. If we hype anything, and i mean literally anything upto a cult level, there will always be takers, right from tweens to adults. Its all about tapping into the few people who actually start trends and are bold enough to take that first step. Starting with them, we can then create circles of influence and before you know it, you have a trend with mass appeal. However the real challenge lies not in creating the buzz, though that it difficult but in continously innovating to the level of the influencers, because their psyche demands cutting edge newness every time and their attention spans seem rather short especially among tweens which is where all brands should begin their initiation processes...So in a nutshell, besides our usual marketing gyaan by kotler and all the other greats, tribes could really hold the key to building great brands.