Every relationship thrives on it. When it's missing, progress is painfully slow. When true rapport is established, the possibilities are endless.
From the highest-level branding architecture to the smallest marketing communication, there must be a connection, an affinity or an understanding that joins a company, product or service with an existing like-minded group. Its tribe.
We see this guiding principle in every successful brand in today's evolving marketplace. The informed consumer of today is joined by interests, not by demographics. It's no coincedence that the best design and communication strategies have abandoned yesterday's approach of creating an audience in favor of finding the right tribe and speaking to them as one of their own.
Gone are the days of selling and promoting. This is the new era of finding where each of usand what we bring to the equationbelongs.