Advertising and marketing refer extensively to demographics, personas and other statistical and individualistic buyer types. Tribal intelligence connects those individuals into experiential groups, tribes that come together through shared hearts and minds.
2. pTribal Intelligence |
Today’s marketplace
is increasingly crowded
in all product and service
categories. Marketing and
advertising media have
also increased dramatically
2
7. pTribal Intelligence |
Urban dictionary:
Adjective. Having extremely favorable qualities
Adjective. Pertaining to a person or thing
that is rugged, strong, and/or ready to show these
qualities
I have a bad-ass car with a kickin sound
system and bitchin rims.
The armored tank is a bad-ass military
vehicle that can roll over just about
anything.
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8. pTribal Intelligence |
WILSON JACK:
If you think there’s a longer ball,
You don’t know Jack
Jack shot to the top,
becoming Wilson’s #1 selling golf ball,
amid hundreds of competing products
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9. pTribal Intelligence |
= =
Companies are myopically focused
on their products, putting them in a
precarious place
9
10. pTribal Intelligence |
Improvements in technology
and production capability
are generating huge
numbers of high-quality,
low-priced products
10
12. pTribal Intelligence |
We are doing business
in a LEVEL 3 marketplace.
LEVEL1 = Ford’s model ‘T’ era, where
demand exceeded supply
LEVEL 2 = post-war automobile
manufacturers began adding
features and improvements
Harry Beckwith, Selling the Invisible
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13. pTribal Intelligence |
LEVEL 3Marketplace
To stay competitive, companies must
surprise and delight their customer
beyond what
the customer
can think to ask
13
Harry Beckwith, Selling the Invisible
20. pTribal Intelligence |
A product-focused marketing
strategy emphasizes functions
and features—but now these
are looking more and more like
everyone else’s product
20
B U Y
21. pTribal Intelligence |
Why?
As companies mature,
they evolve from
entrepreneurial
(market orientation)
to an operational focus
(product orientation)
21
22. pTribal Intelligence |
Why?
From entrepreneurial
to operational focus
22
Company Focus
1: Entrepreneurial Phase
2: Growth Phase
3: Success Phase
CUSTOMERS
THE COMPANY
23. pTribal Intelligence |
Condominiums
from $199,000
all granite kitchens • in the heart of uptown
condo shoppers are marketed to
with features, price
and location
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24. pTribal Intelligence |
To market
for growth,
businesses
must understand
people’s primal
desire to connect
with their own
tribes
24
27. pTribal Intelligence |
We buy, wear and do things
that connect us to our tribes
and distinguish us
from others
27
28. pTribal Intelligence |
To understand people,
understand what’s
important to them.
Successful brand marketing is based on an
understanding of what’s in it for the customer
(WIIFM)
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29. pTribal Intelligence |
• New ways of talking to men
• Rose Cameron, Leo Burnett Worldwide
29
Retrosexual
Metrosexual Patriach
Power Seeker
30. pTribal Intelligence |
An individual’s primal needs
are centered around how she
relates to her tribe:
To belong
To be seen
To be heard
30
52. pTribal Intelligence |
Statistical audience profiles
are too complicated and
impersonal to be
powerful or persuasive
average HH income: $50k
women age 18-36
careers
families
pressed for time
who is this person?
52
64. pTribal Intelligence |
TRIBAL
INTELLIGENCE
the way you go to market
product development
HR policy
incentive pay
strategic partnerships
64
can affect the
way your whole
organization works
65. pTribal Intelligence |
Will you create a powerful brand,
overcoming the stagnation
of product sameness
and marketing myopia?
65