Group items tagged

Traditional segmentation studies group people according to attitudes, needs and behaviors that relate to a specific product category. Tribal analytics complements segmentation studies, adding a layer of richness and dimension to them, by illuminating how people naturally self-organize into “tribes” based on shared values, interests, preferences and behaviors that transcend categories.

Tribal analytics was built on the premise that people aren’t fixed nodes. They evolve within a larger social ecosystem. Their values, preferences and behaviors shift as social and cultural norms do.

The God Squad – this large group is principally, but not exclusively, defined by it faith and belief in God. Land of the Free – they are an amalgam of the most traditional values of duty and responsibility, perseverance, simplicity, and optimism. The Happy Hedonists – optimistic and adventurous, this small but mighty tribe is chiefly characterized by its focus on material possessions. The Adventurists—rebellious and adventurous, members of this tribe love new challenges and energetic activities. Go With the Flow – Zen, balance, and leading a personally fulfilling life are their top priorities. The Dutifuls – this tribe includes people who are, above all, modest in everything they do. They place extra value on authenticity, honor, compassion, and trustworthiness. The Persistents – tribal members see themselves through the prism of dealing with life’s struggles, perseverance, the determination to move on, even against all odds.

"People want lives that count, resonate, and matter in human terms--and it’s the failure to live that way that leads them to mistrust institutions, instead of respect, adore, and maybe even love them."

an increasing group of companies is striving--intentionally or not--to focus on improving lives.

The fact is that most people don’t care about brands. People surveyed wouldn’t care if 73% brands they used disappeared from their life, a number that remains nearly the same as in last year’s findings.

American Airlines has just rebranded for the first time in over 40 years. The AA logo of yore is gone, replaced by the Flight Symbol, a red and blue eagle crossed with a wing. And every plane will be tagged with a high-velocity abstraction of the American flag on its tail. There’s logic behind the decision: AA recently ordered 550 new planes. Many will have composite bodies that can’t be polished with the mirror shine of American’s existing fleet.

In approaching the redesign, American polled both their own employees about what defines the American brand (the answers were predominantly the planes’ silver fuselage and the eagle logo) and the larger globe about the American country (which is where tech, entertainment, and progress come in). What they were looking for was, not just what is American Airlines, but what is America in the age of globalization?

Futurebrand’s research also found that the American flag, of course, was another defining trait of America itself. The challenge was, how does American portray America without becoming blindly patriotic in the global market? The solution was a striped abstraction of our flag, augmented into a high-velocity graphic printed on each plane’s tail to make aircraft seem like they’re flying, even when they’re sitting still. In other words, they ditched the stars in favor of the stripes.

Stengel defined five areas where brands can potentially carve out such a position: "eliciting joy, enabling connection, inspiring exploration, evoking pride or impacting society."