TribalWorks

I read this interesting article about Marketing to the tribe.  One of the things that caught my attention was the following statement:

TOTO’s popularity continues unabated. Clearly, this has to do with more than just good taste and high prices. TOTO has gotten its brand tribe members to completely buy into its way of shopping.

In my opinion, this is the opposite to how a Tribal Strategy should be viewed.  All too often, people are looking for ways to somehow influence the tribe to change what they do or to buy into something.  Instead, the focus should be on how your brand can support the tribe.