Tribal Branding
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Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing
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In the 1970s, one of the most torrid and forbidding regions in the world burst on to the international stage. The discovery and subsequent exploitation of oil a
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The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a p
