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We are a consultancy and we’re building a knowledge community of people who are passionate about brand tribes. At the end of the day our tribe is most keen about improving the performance of organisations – both inside and out! The concept of brand tribalism may not be entirely new, but the size and extent of its influence most definitely is. The “new” brand tribalism hypothesis begins with the simple premise that we are entering a new era, in which 20th Century industrial-age thinking is increasingly at odds with the values and principles emerging in the 21st Century. Silos and disconnected sub-tribes within an organisation may have been tolerable in the slow and structured world of the 20th Century but, in this new world of the networked society, the stakeholder map is becoming ever more complex and fluid. Audiences are not distinct and static. Marketing, human resources, internal communications and investor relations each seeking to control their own particular piece of the puzzle is a recipe for underperformance. These changes don’t just affect the few people with “brand” or “communication” in their job title. They touch every facet of business strategy and operations, demanding fresh thinking and an integrated approach to mapping, adapting, motivating and leading organisations.