Brand tribalism

A brand tribe is a concept in marketing that refers to ephemeral groups that enable connections among consumers sharing passions or interests. A brand tribe is part of a tribal marketing strategy fostering engagement among consumers, as opposed to emphasizing the functionality of products and services.

Description
The concept of brand tribes or consumer tribes in marketing refers to the development of consumer-to-consumer engagement through the emergence of neo-tribal values such as rituality and group locality. A brand tribe differs from a brand community in which tribes lack long-term commitment to the group, and do not locate their socialization around a single brand. The notion of consumer tribe refers to a multiplicity of commercial and non-commercial social groupings, characterized as impermanent, fluid, and ephemeral.

Limitations
Much in this area is still under-theorised. Academics have explored and discussed the degree of connectedness between consumers and brands and the implications for post-modern organisations and consumption.

Mark Lovick was first to invent the Tribal Marketing concept in 1984, for Coca-Cola International, while working as a Copywriter for USA Advertising Agency, McCann-Erickson, Sydney, Australia. The Concept was Pitched in New York City, March 1985, to the, then President & CEO, Roberto Goizueta, at a Worldwide Conference, held at Radio City Music Hall. The slogan "Brands have Tribes, Tribes have Brands" was later coined by Mark Lovick (C) copyright 1985. Also, the Theory/Idea was later Registered at the USA Copyright Office in 1986, as a Concept for a TV Documentary Series, with Kings Road Entertainment of New York & Los Angeles.