Tribe based positioning is relating to a group or community with similar ancestors, customs and

traditions.
Mattlee (2016) opined that the internet is crawling with groups of people, subconsciously forming
tribes around nearly every interest niche we think off. With virtually limitless interests living in
cyberspace, a finite number of tribes have yet to be formed and as a result, are currently awaiting
leadership. Surely this ‘target the tribe’ approach to exceptional is not a new notion.
Journal of African Business (volume 2, 2001) identifies the cues used in tribal identification
demonstrates that multiple cues are employed in digital advertising and shows that nonvisual cues
are generally more important than visual ones. It also find that audience members notice a
presenter’s tribe more frequently more frequently in digital advertising compared to those
appearing in print or outdoor media.
Godin (September 25, 2015) concludes that the internet eliminates geography and has facilitated
the proliferation of tribes of various shapes and sizes. The real power of tribes has nothing to do
with the internet and everything to do with people.
Tom scott, managing director at agency Create London, explains “Brands in making digital
advertising are tapping into tribes because ninety-nine percent of trends start within a small niche
group and it is essential for a brand to be seen as authentic. By appealing to these group, the digital
advertiser of brand benefits from the trickle-down effect to their wider, more mainstream,
communities.
Today trust rules the marketplace. People have many more choices and mush less time ever before.
As a result, they invest their time carefully in their passions. They have no trust in traditional
marketing. Today’s successful marketers bow to the tribe, reforming how they make digital
advertising. Local firms have a hard time mapping the connection between tribes and their digital
advertising and most are challenged to decide where tribe is exposed or keep it inherent (Marketing
and Trustcasting, April 2016)
Creating a tribe or a cult of every product’s digital advertising is not possible but if the company
is able to create one unique advertising out of their portfolio which can differentiate itself from the
competition