Tribal
Intelligence®
We are living in a mad marketplace
where
the
once
powerful giants of commerce are stumbling while unlikely
upstarts are gathering momentum. Traditional brands like
Sears and GM are in peril, while young innovators like NetFlix
and
Google capitalize on markets by tapping new technologies
that answer both deep social and practical needs. A primary
driver behind the change is the human impulse to trust and
gather with like-hearted, like-minded people. Consumers trust
their peers over other sources of information, even over
expert opinions, editorial information and certainly advertising
(i.e.,
peer review is the source of power behind eBay and Amazon).
By helping our clients develop Tribal Intelligence®, Torque helps companies see their audiences as social groups with defining interests, actions and needs. This helps determine what motivates consumers, to know when they are buying, and how to participate in those communities by offering a trustworthy brand with value.
Tribal Intelligence® is a practice that allows Torque to help our clients organize and manage their businesses around these key areas:
- · Developing a deep customer understanding that defines what is truly of value to them.
- · Cultivating a great brand story that clearly states the business they are in, and creates experiences that are worth talking about.
- · Choosing media that enables "exchanges" with customer communities and individuals.
- · Maintaining credibility.
- · Staying unexpected, compelling and sticky.
We help our clients develop Tribal Intelligence by studying marketplace and business information, and by participating in ongoing dialogs with customers in the marketplace. We focus on the core human issues and signals, drawing out the biases and motivations behind social brand behavior. We help our clients adapt these insights to the marketing tools at hand.
Call us to discuss how to distinguish your brand and product offerings in ways that not only break from the pack, but also redefines the pack altogether.
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