Why We Stand For It
Everything Tribalfish does is focused on create relevant and meaningful identity. This builds an emotional bond. Emotion connects, rational enforces the connection.
Edward de Bono once advised marketers that, instead of building a brand on USP (the Unique Selling Proposition of a product/ company) they should pay more attention to "UBS" (the Unique Buying State of their customers). But it’s even more than this. It’s about understanding the cultural paradigms that they exist in. Then positioning something that becomes a part of that paradigm. This is critical to engage all your stakeholders: customers, people, shareholders and partners.
Today's ideal, right-fit audience wants to identify with something
Right-fit people, customers, investors and suppliers aspire to brands who believe what they believe (tribes) - and will be attracted to and contribute passionately to organisations which promote values and a culture which are aligned to their aspirations or world view.
Starting with your leadership, purpose and corporate strategy: do they reflect your purpose and are they inspirational? Instead of just power or cash, you can achieve things and have influence merely by leading people who want to go somewhere.
Strong identity and affinity breeds passion and accountability which are strong motivators to engage and perform
Passion and accountability come from a sense of ownership and belonging. Performance comes when these are combined.
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