Back in my home country at a marketing seminar, we analyzed the benefits of thinking in tribal management. At the time, a mobile phone company was analyzed, later in Hong Kong, Smartone-Vodafone is doing the same.
The campaign on several Media channels is very similar to the one in Portugal. A leader shouting to their newly supporters at the window of their apartments, powerful speech leading to revolution, strength and determination, and to complement, a hand holding a cell phone roughly painted on a wall.
Definitely, marketing managers should build their brands on managing their own tribe, providing true valuable products and services, as well as continuosly interacting with their tribe. Selecting who is your tribe and dedicate your commitment to it is half way through getting loyalty and enthusiasts, just like the way we were discussing back in Portugal about football fans..
Football clubs in Europe and around the World enjoy incredible loyalty and commitment from their fans. A great percentage is extremely committed to their club, and whether the club loses or even goes to the second major league, there is always a mass of fans that doesn’t let them down and will support them in the matches or outside. Well, clubs build up this by having more than 50 years history (at least) with moments shared with their fans, and where relationships evolved through different generations.
It is not enough to try to transmit through advertising the sense of fans and tribes, you can have a terrible service and do it as well.. but the achievement of a excellent level of service, availability, passion, and interaction with your customers, that itself creates your own fans, the ones that admire you because you admire them and listen to them.
