I see an inherent problem (but not a paradox) in the relationship between brands and tribes. Brands in many ways dictates the need of control in order to express or convey certain values, even when we’re going down the route of using more “soft” tools (a twitter account such as the one used by Ford). Tribes exists around the need to be in a relationship and might even go so far as to reject values if they are imposed on them. So how do you solve the problem of conveying values to tribes that are first and foremost affectionate?

One solution that I think could work is if the brand manages to use a strategy where they are helping tribes come together by focusing on creating relationships between others and not only the brand and its consumers. I think Google are doing exeptionally well in this regard. Jones soda are doing something similar if I remember correctly.

I am actually working on something similar on my blog.

At this point I am also trying to grasp what to really make of this and what kind of impact it can have.

I am speculating in the fact that we all are social in some form (some more than others), and the thesis is that all brand choices somehow are racting with the network, or tribe that you are a part of. However I see that some brand choices have a higher, call it social involvement, than others. Last week I bought some grass for my lawn. This product would be very difficult to brand in a social context, thus it is not easy to shift the social involvement from low to high.

Anyways interesting thoughts and interesting book. I will keep an eye out for your posts on this matter.

In the mean time, please challenge me on my blog as well :)

http://www.stefan-hansen.dk

But before MindJumpers can be the proud fathers of another new marketing term, you guys properly need to publish a couple of books, attend multiple conferences worldwide and do some aggressive around the clock blogging to get there.

Only to compete with terms like BrandFriends or Brandchannel Members… The thing is, that it’s properly not a new term for Brand Friends, Direct Marketing or Permission Dialogue, which currently is needed nor interesting.

It’s more like a new online “easy to access” planning Toolbox for the Social Media discipline. Including a definition of the skills and understanding needed for mastering the opportunities of that particular future Toolbox. This will have way bigger potential, than TribeSourcing as the new term.

My wild guess is, that it could be guys like Squidoo.com, Adrocket.com or Causecast.org to name a few, besides MindJumpers, Google and Facebook off cause:-), who properly all by now have new software/Toolboxes in secret beta, due to the similar kind of thoughts, in developing Social Media verticals into the next major mainstream hyper monetized media platform, to take over from the current budgetbusters like TV, Newspapers, Online Display, Search etc… The provider who first launch a decent tool, also wins the right to baptize the new term.

By the way, take a look at “The Media Equation” by Byron Reeves and Clifford Nass at Amazon.com… right up your alley.

So there it is, a humble input as requested:-)

Kaffe?

Lars B.

Whether or not this potential can be released all depends on the execution of your idea and the tools provided – maybe that’s the system you are refering to.

What triggered me in this post was that it resonates with some thoughts I’ve been having since I read Neal Stephensons “Snow Crash”. I can’t remember much about the actual plot in the story, but I found that Stephenson had a very plausible description of where the world system could end, if the commercial tribalization was implemented in its fullest potential.

Read it – maybe there’s an idea or two in it for you.

Regards
Jesper Hauge