tribal marketing
n. A marketing strategy that attempts to create social groups or communities that are centered around a product or service.
But the Amsterdam-based former journalist said fashion fortune-tellers had lost some of their power in the past decade. Designers such as Prada and Gucci are so keenly watched they are capable of starting trends on the catwalk. And it's been 10 years since the rise of "niche" or tribal marketing in response to the cult of individualism.
—Kristine Gough, “Crystal ball gazer sees a hard future,” The Australian, March 23, 2001
1996 (earliest)
Thus, the credo of tribal marketing is that postmodern people are looking for products and services that not only enable them to be freer, but can also link them to others, to a community, to a tribe: products and services that not only have a use value but also have a linking value.
—Bernard Cova, “The postmodern explained to managers: implications for marketing,” Business Horizons, November 21, 1996
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