How To Build A Tribe of Brand Followers

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Category: Branding Case Studies Update Tags:

A couple of weeks ago, I saw Seth Godin speak at the well-known Art of Marketing event in Vancouver. During his talk, he reinforced what was said in his book: Tribes: We Need You To Lead Us. The talk got me thinking about some work we did for a client last year, Vancouver Island University (to save me some time typing, I’ll refer to them as VIU from now on).

The campaign targeted the local community, and the overarching goal was to increase the overall brand equity for the University – read our VIU case study results here. After some deliberation, we pursued the idea of building a following (we didn’t call it a tribe yet) from their target demographic – students from Generation Z. However, we didn’t just focus on the general student population within that age group, we defined the values and benefits that the University provided, and gave students who were like VIU the opportunity to join the brand, not just choose it.

Below are some key facets in building a tribe for your own organization:

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How to Improve Your Organization’s Communications Strategy

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A website we developed for College of Opticians of Alberta:
Category: Marketing Strategies & Tips Case Studies Update Tags:

Recently, we worked with the College of Opticians of Alberta and the College of Opticians of British Columbia to improve their communication activities with their members. It’s an important, but tricky game; you have to be empathetic to your audience in order to ensure they are actually processing the content you’re delivering. Otherwise, you’re merely forgotten among a hundred other messages they’re receiving on a daily basis.

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Why & How Brands Should Appeal to all Generations

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Originally posted on >
Category: Branding Case Studies Update

Why is it important to have intergenerational appeal?

There’s been a common trend of transitioning from mass to niche marketing tactics – specifically targeting age groups (just try googling “Gen Y Marketing” and witness the plethora of results). Niche marketing is a great way to bite off a larger piece of the pie when you have strong competitors in a market, but the ideal strategy for long-term growth is a little more complicated than that. You have to “niche” without segregating other demographics – you have to find a message that resonates to the core of your target demo, without alienating others. The key is having marketing with intergenerational appeal.

Here are some key benefits and points of marketing with intergenerational appeal:

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Tammy Speaks on Generational Stereotypes

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Category: News & Culture Tags:

BCHRMA and IABC recently joined forces to produce a Pecha-Kucha-esque event called “HR & Communications: Two Sides of the Same Coin”.

Various speakers were featured to provide their thoughts on the inevitable and complex link between Human Resources and Communications. Tammy was one of the individuals invited to speak, and we’ve recorded the 8 minute presentation below. Enjoy!

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How Do Brands Stay Relevant to New Generations?

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Originally posted on
Category: Branding Tags:

We’re seeing it everywhere; brands that embody traces of our tradition and history are disappearing because they can’t seem to get the new generations engaged with them.  “New” is taking over “old” and even though it isn’t anyone’s outright desire for tradition and history to disappear, they do because they haven’t figured out how to stay relevant.

If only, if only, if only we could get the right people engaged again.

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