Understanding Tribal Dynamics: Beginning to Engage with the Art of Ethno-Marketing

Abstract

This chapter introduces the ethno-marketing phase of tribal branding in more detail. It explains the need to understand the tribe on their terms. It outlines in broad rather than specific detail how ethnographic techniques can be used to gain an understanding of tribal rituals and tribal values. It also takes a preliminary look at a limited number of case studies which show the benefits to be derived from cultivating such an understanding, including a review of some cases documented in the existing literature on Tribal Marketing.