on tribes+influence

Many times we've used the word "tribe" in our brand and media strategies. Identifying, understanding and working with tribes is not only great fun: it can sometimes also be the smartest way to allocate resources, ignite consumer movements and eventually help brands gain traction in popular culture.

Here's a great presentation from David Logan on his Tribal Leadership research, basically breaking them down to 5 types, and how we can work with them to promote change for the benefit of all.