Customer engagement goes all tribal 

New Brand Tribalism launches with the mantra of helping brands create competitive advantage and improve business performance through creating customer value at the heart of their businesses

 NBT claims to be the world’s first consultancy specifically designed to help brands unify their brand tribes, enabling them to create new value at the heart of their businesses for competitive advantage and business performance. 

Brand tribes consist of groups of people connected to each other through their shared belief in the culture of the brand of their choice. As consumers and employees, people already belong to many brand tribes – whether it’s being an Apple iPhone devotee, a supporter of Barack Obama or even a fan of the Twilight phenomenon, successful brand tribes are all around to see. 

Faced with crowded markets, flat growth and growing cynicism, the most effective organisational tribe of the 21st Century is a single, united brand tribe. Known as New Brand Tribalism, successful New Brand Tribes don’t need to have the best customer service, they don’t even have to have the best products – but they must have authenticity, a clear identity and an open approach to engaging with their tribes within their organisations  such as employees or stakeholders as well as outside such as the good old customer. 

NBT has developed a framework that it insists enables organisations to unify management disciplines including brand, culture & organisational development, to drive improvements in business performance. Using its unique audit tools and new brand tribalism model, the consultancy helps companies to:

• Know: identify, understand and describe who their brand tribes are
• Unify: develop strategies to unite networks of brand tribes behind a compelling brand truth or strategy
• Influence: design interventions and environments that modify the behaviours of brand tribes, inside and out, for business benefit

“The traditional tactics used by organisations to influence and control their audiences no longer have the desired effect,” says Tim Bleszynski, Co-founder, New Brand Tribalism. “As power slips away, businesses need to rethink how they engage with the people around them if they are to build a credible, authentic and high-performing brand. 20th Century management thinking will no longer solve 21st Century challenges. 

To coincide with its launch, NBT has developed an ‘Alpha Tribes’ report, which compares a range of established brands across a variety of sectors including, air travel, fashion, food & drink, internet search, photography and sports apparel. The report gauges how successful these organisations have been to date in embracing the brand tribalism model, whether knowingly or not, and examines the challenges that those that have failed to embrace this model are experiencing as a result.