October 8, 2004
Torque Presents a Seminar on Tribal Markets
at the POP Show, Navy Pier

Torque Ltd., a brand-launch and integrated marketing communications firm, announced the delivery of a seminar at the POP Show at Navy Pier, Tribal marketing and new understandings of in-store audiences, presented by Kevin Masi, co-founding principal. The seminar was a practical approach to understanding emotional and behavioral characteristics of a variety of consumer audiences for the purpose of retail marketing.

In the seminar, Masi presented a framework for understanding consumers as individuals belonging to a number of very specific social groups, or tribes. Along with an explanation of the dynamics of tribes, the seminar also explained the connection between individuals’ needs to affiliate with one or more tribes, and their motivations to purchase. Masi demonstrated how Torque uses this approach to build brands and increase sales for their clients.

"The presentation outlines our philosophy on marketplace intelligence and consumer profiling, an approach we have developed over years of working in a variety of markets. We've found that, by understanding consumer market segments as tribes, and the deeper unconscious nature of most lifestyle decisions, we can focus communications to influence consumer behaviors in desirable ways," explains Kevin Masi. "This helps us shift our clients’ communication efforts away from the company and the product, and back to the marketplace."

The seminar material was based on a series of case studies from the firm’s own clients, as well as an evaluation of a number of familiar consumer brands and the tribes they pursue. The concept is also the central topic of Masi’s forthcoming book: Tribal Whispers: New Perspectives on The Social Forces That Shape Consumer Behavior. Masi conducts seminars on a variety of topics, and is scheduled to present at Global Shop in Las Vegas, in March 2005.

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