As we know it, all things have a beginning, and an ending. The ending is yet to be determined, but this beginning consists of
1) an introduction to the Blog, and
2) an introduction to the Blogger.
Introduction to the Blog
Welcome to a blog about the new world of tribalism, where people are increasingly joining others to share a common passion or emotion. In their quest for community, people value goods for their ability to link them to others. This linkage can be described as tribes, life modes, brand communities or social consumption. For the sake of simplicity we will refer to them as tribes from now on.
The emergence of tribes is being ushered in by technical innovation in areas such as communication, collaboration, multimedia and entertainment. Examples are: social networks, blogs, wiki, social bookmarking, shared media, live streaming, virtual worlds and online gaming. This innovation has made online tribes more accessible to find, join and participate in. To put it simply – online tribes are booming!
However traditional marketing theory is having a hard time keeping up, because it stems from a time when the market was more rigid. Traditional marketing attempts to place the company in control, by developing strategies to position their brands in the minds of consumers. The idea of a company in control of their customers is being challenged as companies are realizing that tribes are running rampant; shaping, twisting and bending their efforts in unintended ways. The question has been asked: who is playing who? Traditional marketing pulls the shortest straw, because it fails to recognize that consumers act together to co-produce value in the market.
Tribaling is all about relationships, and we passionately help our clients adjust to the new world of tribalism. We help our clients define the social value of their brands, so that they can help their customers build lasting relationships that they value. Our work entails both social design, and implementation.
This blog will move freely between theory and practice, as we explore tribes, what they are, and how they function. Whether you are interested in marketing, consumption, or media in a social context or just curious – we welcome you to come along for the ride!
Introduction to the Blogger
My name is Elia Morling and I am the founder of Tribaling. I work directly towards clients, as well as a freelance asset for marketing, pr and web agencies.
I believe that the social and cultural context of a person is the starting and ending point of all marketing - so here is my introduction.
In search for lost civilization
Raised in Egypt, my interest in culture and civilization began with frequent trips to the catacombs in Alexandria and pyramids in Cairo. During a family outing to the desert, some friends and I discovered a roman glass factory in a mound, that later became excavated by archaeologists. During other excursions I found roman coins and pottery, as well as a petrified wooden trunk that was so big that it had to be left behind.
A journey between and into cultures
During these first years of my life I attended American School, learned (basic) Arabic and had (sporadic) Swedish home school. After moving to Sweden I moved to a multi-ethnic community, and also attended a school with diverse nationalities.
I am now 32, still living in Sweden, with wife and two kids. This whole life experience has been a journey between and into cultures. I have been forced to both observe and assimilate. All of this has taught me about the role of society and culture in our lives.
The holy grail of togetherness
I have always been interested in games, and I have been on a life long pursuit for the ultimate social gaming experience. I was never into single player games, as a child, and was happily crammed around the edges of a small keyboard with others to enjoy games like M.U.L.E. or Winter Games. Once I came across the Internet, while studying a Bachelor of Behavioral Science at Stockholm University, I spent my days (and nights) immersing in role play in MUD:s, the text based forerunner to all virtual worlds.
Rather produce, than consume
I am a producer, and would rather create than consume that which others have created for me. This involves both music, written art, and games. I have been working with digital media, online storytelling, and community building since 1995.
I have a background in marketing, PR and the game industry. I co-founded the marketing agency Familjen (translated The Family) in 1999, which I left three years ago.
All of my interests come together in Tribaling, as I have a life long passion for people, cultures, and tribes.
I hope you will enjoy the blog!