Tribal thing

Is Your Brand Strategy So 20th Century?

By Craig Honick / September 29, 2017 / 0 Comments

If the 20th century will be remembered for being the “media age,” the 21st century, so far, will be remembered as the “social age.”  How brands are marketed and understood are different for each age.  In the “media age” brands were predominately marketed one to many — as in driven persistently to the consumer, often by large companies with outsize advertising…

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Tribal as Constant Amid Social Media Craze

By Craig Honick / April 3, 2017 / 0 Comments

OK. So I’ve read two interesting blog posts about how Twitter and Facebook are simply channels. And that’s it.  Communication channels.  As in just because you tweet or just because you load your timeline up with really interesting stuff doesn’t mean it will have any effect on the audience you’re targeting.  So if you build…

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What He Said . . .

By Craig Honick / February 15, 2017 / 0 Comments

Once in a while (OK, really often), someone comes along and says something you always try to say, only they say it much better. Drake Baer wrote a great article for Entrepreneur magazine explaining why so many companies are seeking out the help of Anthropologists to understand their customers better. Read here.

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It’s Not What You Sell, It’s What You Believe – Bill Taylor – Harvard Business Review

By Craig Honick / April 4, 2012 / 0 Comments

Bill Taylor in HBR points out in many ways what it means to be a tribal leader.  What often distinguishes tribal leaders from ordinary leaders is that tribal leaders understand, consciously or unconsciously, the power of symbols and symbolic action.  Symbols are products of assumptions, beliefs, values, norms, and rituals.  They convey meaning.  They are…

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The Tribal Thing

By Craig Honick / March 20, 2012 / 0 Comments

In this blog and in our work we talk about tribes, and we talk about tribal leaders. In so doing we are drawing on a couple decades of study and practice in the area of ethnography — the study and explanation of group culture.  When we speak of tribes, we are speaking specifically about a subculture that…

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