WHY TRIBALISM AND BELONGING MATTER? We humans have a fundamental need to belong to a team, a tribe, to feel a sense of identity and be part of something bigger than ourselves. On the plus side, shared values mean social bonds, and emotional support. Negatively, of course it can lead to negative consequences like prejudice and conflict.
ORIGIN and BRAND ADVOCATES
Marketing teams tap into the tribalism of STATE v STATE ORIGIN with campaigns that are bold and unmistakably Australian. Whether you backed the Blues or Maroons, the campaigns were as competitive as the players. From collector cups to pies, meals, sportswear brands and this year, even permanent tattoos were on offer. Last week, Adidas transformed its Pitt Street store into the ‘House of Blue’, a free, action-packed hub celebrating the NSW Blues in the lead up to the decider.
BRANDS WITH STRONG TRIBES
When customers feel a strong sense of belonging to a brand, they can experience a deep emotional connection and are more likely to remain loyal and become brand advocates, spreading positive word-of-mouth and promoting the brand’s values, and are more likely to weather market fluctuations and challenges, as their loyal customers are less likely to abandon them.
www.carolmarketing.com.au | 0417783862 | carol@solidbluemarketing.com.au |#BrandLoyalty #marketing #BrandTribes