Note to reader: I left at 1pm as I had another engagement so I don’t know what happened in the second half. Do tell if you know.
At an event yesterday organised by The Alternative in deepest Soho I was annoyed to discover that the place had no wireless access and my 3G card didn’t work as we were in the basement. Avery nice basement but nonetheless reception was rubbish.
tribe - Projeto Salamandra
The event was entitled “The New Brand Tribalism” and not being able to pump up my pc to tweet and share with the world what was going on was incredibly annoying. My tribal behaviour towards this brand was no off to a good start.
Note to all event organisers, wireless is as much an essential these days as tea and coffee.
My initial thought before going to this event were that I wonder how much people like Seth Godin and a whole host of others would come up. Not once unless I fell asleep. Seth has his critics and I’m no fan-boy but c’mon, give a word for those that came before.
Anyway, to cut a long story short, I didn’t feel that there was anything “new” here. Lots of talk of being authentic but the also more on being controlling. To my mind that sounded like, try and look like you are authentic. Kind of the opposite of being authentic. I was expecting more about giving employees brand permission, about employees being involved in the decisions that matter to them, the stuff that makes me come to work.
There were some mentions of brand ambassadors but it felt like that some gimmick or other had to be run so as employees would then go and talk about it. Quick fixes fade quick too.
Actually one statement that stuck in my mind went something like, ” We can take the tribal behaviours and control and shape them for the business.” To me that sounds like they way you kill it.
Great chats though with a couple of gents, those were insightful conversations on what is really happening, success and failures, fear and desire. Wish I also got to meet Joanne and Rach who also attended.
2 responses so far ↓
Eb Banful // November 11, 2009 at 3:18 pm |
When we became aware of your blog post there was a discussion about whether we should comment or not. The general feeling from within our camp was that we shouldn’t respond as it may be seen as us getting defensive. Having invited you I felt a little disappointed that you found no real value in the day and I’ve broken ranks as I had a personal desire to respond.
I’d be lying if I said I enjoyed reading the criticism and I was personally disappointed that you didn’t see fit to engage with me at all after the event despite my request to do so. I do sincerely appreciate your point of view and accept that the very nature of what we were trying to share and do meant the day wasn’t going to be everyone’s cup of tea.
I am aware it is the nature of blogging to write and react on the things we observe and the issues that bother us etc, fair enough.
I would however like to point out a few things:
1. I’m a great fan of Seth Godin and he was indeed credited – right from the start it was mentioned and also in our first 2 or 3 slides – members of our tribal community can go on-line at the end of this week to view these and make up their own mind.
2. Equally, Seth Godin – whilst a great self-publicist – is NOT the Godfather of Brand Tribalism. Godin’s book came out in 2008 and doesn’t talk much about those that came before, lots of people had been talking about it well before he did.
Check out Cova & Cova ‘Tribal Marketing’ European Journal of Marketing 2002.
The reason it may not be easily recognisable is that it’s a harder read than a 40 page paperback….
Of a less academic nature but also before Godin’s 2008 book there’s also this article by Patrick Dixon in 2005 http://tinyurl.com/yge5ph6
3. We were NOT advocating command and control of tribes and their behaviours – quite the opposite – we also made reference to that several times during the day. We were advocating how brands can create the conditions and environment for Tribes (inside and out) to flourish.
Karl // November 13, 2009 at 2:38 pm |
Nice to hear you had a discussion about it and you are breaking ranks.
Nothing new I’m afraid.
I didn’t realise that being invited means I had to find something of value in the day, but actually if you read the blog I did find something of value.
Regarding engaging with you, thought that’s what we were doing here?