Managing Brands In 4D by Pogorzelski Jacek;

Author:Pogorzelski, Jacek;
Language: eng
Format: epub
Publisher: Emerald Publishing Limited
Published: 2018-04-27T00:00:00+00:00

Consumer tribes are built on authenticity and honesty. They cannot be controlled. Brands are invited into the community and asked to leave based on their fitness to serve the community’s purpose. Let’s consider the dynamic DIY (Do It Yourself) tribe. Can we impose specific brand or brands on it? The internal tribe dynamics are so powerful that it’s hard not only to keep up with them, but even to catalogue its present status. It’s hard to define the scope of members, the object of their interest, what is trendy and what is not, etc. This cannot be incorporated in the framework of brand fan page or discussion forum. A tribe will always suffocate in such a narrow framework. Yes, it can take a given opportunity, but it is nearly certain that it will not limit itself to such an opportunity and will abandon it with time. It is impossible to impose a specific brand on a consumer tribe. A tribe entails specific consumption practices which are strongly connected with values and lifestyle rather than loyalty to a single brand.

Marketers confuse brand communities with consumer tribes, which must lead to ineffectiveness and frustration. Canniford (2011) lists three main assumptions which lead to those errors:

Strong leadership is a community binding force – yes, it is in a brand community and not in consumer tribes.

Inspiration turns into dictate – strong principles are characteristic of brand communities but not of the fluid consumer tribes, which do not tolerate persistent recommendations or indications.

Consumer tribes are treated as entities whose effectiveness should be optimised – while brand communities may be treated as a more or less effective resource, tribes are too fluid, transient and elusive to be treated this way.

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