POV: Targeting Tribes Through Tech

People have always connected over shared interest, forming unique relationships over similar passions. What was once limited to physical proximity has expanded into fan communities online. Constant connectivity has made it easier for people to connect, forming strong, loyal fandoms whether they know one another or not. In this POV, we discuss how brands can utilize technology to target these fandoms, or tribes, and message to them in an authentic and transparent way as a means to leverage brand equity.