tribal marketing

Marketing isn’t about selling to customers. It’s about understanding the tribes they belong to.

Why do some brands inspire fierce loyalty while others struggle to be noticed? Why do people choose products that reflect who they are rather than simply what they need?

In Marketing Tribes, Thom Poole explores the powerful role of identity, belonging and social influence in shaping modern markets. Drawing on psychology, anthropology, behavioural science and decades of international marketing experience, he presents a fresh framework for understanding how people make decisions – and how organisations can build genuine, lasting connections with the communities they serve.

Whether you’re a marketer, business leader, entrepreneur or student, this thought-provoking book challenges conventional thinking and offers a new perspective on how successful brands are built.