SXSW 2012 - Brand Tribes: The Art of Creating a Community

Brand Tribes: The Art of Creating a Community
Event	SXSW Interactive 2009
Format	Panel
Organizer	James Archer – Forty
Description	Learn how to promote your product or service using the concept of "brand tribes," which smashes the old "Us vs. Theme" marketing mentality and replaces it with a consumer-driven branding framework. Learn how to create a cult following with specific, real-world examples and hands-on exercises.
Questions Answered	Isn't a name and logo enough of a brand? Why do some brands have a cult following, while others never seem to catch on? How can I promote my product/service in an increasingly saturated marketplace? How do businesses make their operations consistent with their brand promises? What can I do to make my brand more tangible and sense-oriented? What demographics should I use when my product can work for any age or location? What is my brand's overall purpose in the marketplace?
Level	Advanced
Category	Advertising / Marketing

Brand Tribes: The Art of Creating a Community