What is tribal marketing

The tribal marketing  or tribal marketing, is a marketing strategy that is becoming increasingly assertive on the global scene, aiming to group together heterogeneous individuals, united by a common value or product.

Tribal marketing is widely used by major global brands to increase their brand  awareness and, consequently, enhance the brand's prominence.

Characteristics and strategy of tribal marketing

Tribal marketing is an unconventional communication strategy, like buzz marketing and the

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Tribal marketing is based on the emotion that a product or a corporate value can elicit in its members.

Successful examples of tribal marketing

As often happens, Apple is a living example of a brand that represents tribal marketing. Members of the Apple tribe come together around totems such as iMacs or iPhones and attribute strong and established corporate values to them.

If Apple is about tribal marketing,  Starbucks is too in some memorable campaigns.

My Starbucks Idea is a very interesting case study of tribal marketing.

Here the famous coffee multinational asks customers how they can improve the service of their stores. The members of the tribe are enthusiastic because they feel part of the company, on the other hand, the company also receives really useful feedback: free Wi-Fi, digital tipping, a particular type of lemonade, basically all very concrete ideas that will then be sifted through by the communication department and, if applicable, developed concretely.