We are all buying in tribes now apparently. We also want to know who's in our tribe. I've been reading a number of marketing books lately and have thoroughly enjoyed two in particular. Tribes - we need you by Seth Godin is a great little read. He argues persuasively that whilst tribes have always been part of the basic human instinct, now more than ever tribes are an instinctual part of our purchasing decisions. We not only want to know what we're getting but who we're getting it with. This is Read more [...]