Tribal Marketing, Tribal Branding

An expert guide to the brand co-creation process

By: Brendan Richardson

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eText | 30 July 2013

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Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.