Human beings have always relied on one another to survive. From the dawn of man, we banded together to perpetuate our species, to meet basic needs such as protection, food and childcare, and to derive comfort and pleasure from the company of others. This primal instinct to think, feel and act based on the broader needs and beliefs of an extended community still lives in us today. We continue to rely on one another both for tangible needs and intangible needs, such as emotional support and love.

The radical changes in our world are actually heightening the influence of primal instincts on tribes and their individual members. Let's look at the key factors that make this instinct so crucial for brands and marketers today.Our complicated world/lives are making traditional business and marketing models obsolete. It's no news that our time-starved, balance-challenged, technology-fueled lives can be messy and complicated — or that our unprecedented access to information can simultaneously create empowerment and confusion. As we are bombarded with more and more options and decisions to make within compressed timeframes, we turn more than ever to the tribe for guidance and comfort.

What’s the single biggest mistake that most marketers make when it comes to delivering a brand experience? Communicating your brand to customers only. Are you guilty? Read more

If I were to say, “The Man in Black,” who would you think of? If you’re a music fan, chances are country legend Johnny Cash would come to mind.How can the simple mention of a color bring about associations of a specific individual? Somehow, Johnny Cash was able to elevate his image beyond just a singer/songwriter to the status of a brand.

Database and direct marketing have always been driven by tracking, measurement, analytics and in some ways, ROI. Historically, the idea of "brand" has been given a relatively free pass when it comes to direct, measurable accountability.

Retailers must make a concerted effort to get consumers’ attention in today’s fast–paced environment, where prospects are subjected to hundreds of adverting messages a day.

Some niches are tough. But during a recession, the overcrowded home decoration space is brutal. Forget waiting for end-of-season sales; companies are discounting new merchandise. It’s at times like these that your investment in brand differentiation pays off … if you did it correctly.

Branding is the hottest buzzword in business today. Everybody wants a great brand. And in today’s over-crowded marketplace with thousands of messages bombarding consumers daily, it’s never been more critical for catalogers competing in the multi-channel world to stand out from the crowd.