A human narrative approach to brand strategy.
To cut through the unprecedented clutter of today’s society, organizations must do more than deliver clever creative via innovative channels. They must become a trusted part of those tribes. And the only way to do that is to take the time to learn the stories that bind a tribe of people together and tell stories that reinforce the values of that tribe.
Metro Tribal takes a multidisciplinary approach within a unique, but repeatedly proven process. We start by identifying the narratives that guide your audience’s lives. We work with you to translate those narratives into stories your company can tell authentically. We help you plan how to distribute those stories across all kinds of channels. And we can even manage and execute key channels so that you can be confident you are on message and operating as efficiently as possible from story discovery through the digital interactions with your market.
We’re a multi-disciplinary team of ethnographers,
story architects, planners, data analysts, and tribal brand specialists.
founder & managing partner
|Craig is an applied ethnographer and veteran marketing and organizational change consultant. For more than 20 years he has surfaced and reconstructed the narratives that individuals and groups use to guide their daily choices. With this insight, he has helped corporations, non-profits, and government agencies successfully position their brands, products, and services to customers as well as their own employees.
Early in his career, while a UCLA-based researcher, Craig gained unique access to conduct an ethnographic study which helped the Los Angeles Police Department interpret the narratives of patrol officers and the public as it attempted to shift from a “command and control” to a “community policing” brand. He introduced several innovations to this project and through two decades of consulting practice has honed those innovations to
|create the foundation for metro tribal’s Guiding Narrative® brand story development method.
Craig also has a special interest in Higher Education and Vocational Training. He completed doctoral training in the Division of Higher Education and Organizational Change at UCLA’s Graduate School of Education and Information Studies. While there, Craig co-taught a popular course, “The Social Psychology of Higher Education” and authored one of the only historical accounts of for-profit education in the United States.
His recent ethnographic work includes group narrative insight projects for Microsoft, Pearson, the Council of Better Business Bureaus, and multiple consumer brand companies.
Team of Experts
Team of Experts
Brand Story Crafting
|Teresa has 20 years of experience holding marketing leadership positions for MOD Pizza, Tully’s Coffee and Panera Bread. She spent 11 years with Panera during a time the business underwent immense growth. As director of brand marketing she was responsible for Panera’s brand positioning within the retail space, traditional/digital advertising, website content and e-commerce. She was also actively involved with R&D on menu innovation and planning the marketing calendar.||Her career began in public relations for a full-service agency with a client base in agribusiness. She pitched media, wrote news releases and developed newsletter content. This start allowed her to understand the importance of articulating a concise story grounded in strategy. Throughout her career she has managed inputs and consumer insights needed to develop a compelling brand story amplified across the entire marketing ecosystem of owned, paid and earned media.|
|Joe has more than 20 years experience in strategic planning and building brands, both famous and emerging. He has worked for a number of leading advertising agencies, including TBWA/Chiat Day, Secret Weapon Marketing (Jack in the Box), Deutsch and RPA. His planning experience includes foundational branding studies, product launches, and consumer and market insights. He has managed all forms of quantitative and qualitative techniques including segmentation studies, creating media targets and strategies, and identifying core and opportunity markets and consumer segments.||His client experience spans multiple categories:
|Alex is a digital media strategist with experience in organizational development and digital storytelling. He was Senior Advisor for Strategic Internet Projects at United Nations Children’s Fund (UNICEF), where he worked with a successful Webby award-winning team on content strategy and technology platforms for nearly a decade. His experience includes digital media and content management technologies.||Alex has been a speaker and guest lecturer at several United Nations agencies, the Createasphere DAM conference, Henry Stewart DAM NY conference, the McIntire School of Commerce at the University of Virginia, the Asian Development Bank in Manila, the City University of New York and the Rhode Island School of Design. He has worked with diverse clients including AARP, UNICEF, Pfizer, AT&T, the US Department of Commerce, Accenture, the RAND Corporation and the CUNY Institute for Software Design and Development.|
|Jim is an applied statistician, psychometrician, researcher, and evaluator with 20 years of experience designing, implementing and analyzing social and clinical science studies. Jim’s methodological interests include multivariate statistical modeling, construct development, permutation statistics, analysis of very small and very large data sets, and non-traditional approaches to statistical interpretation.||Besides being actively involved with numerous research studies, Jim also teaches courses in statistics, biostatistics, and quantitative methods to undergraduate and graduate students, medical school residents, and faculty at the University of Virginia. Jim’s skills and insight underpin metro tribal’s unique ability to both segment customer groups and create predictive modeling that helps to ensure we share the right stories with the right customers.|