When branding goes right, you have followers of a brand, someone who is a fan or devotee of a brand. When brand loyalty sets in, brand communities are formed. And when additional passion is thrown in, loyal followers who begin to take initiatives, connect with each other, have a leader then a tribe is formed.
A great example of brand tribe is Harley Davidson. Tribe members don’t just ride Harley Davidson motorcycles, they wear jackets, shirts, hats, and patches of the logo, any many also proudly sport tattoos of the brand a well.
The Harley Davidson brand represents a lifestyle, and by following this brand, becoming a tribe member, you join a community, a family where like-minded people can bond and share experiences. …
Interview your partner, find a problem or opportunity for the development of a new mobile app for user’s need. Develop a low-fidelity rapid prototype.
After an interview with my partner, an opportunity for a mobile app and a persona was developed.
Pam’s experience at a retail apparel store was not positive. The following is a brief synopsis of her experience when wanting to purchase a pair a pants she previously had her eye on.
MEC (Mountain Equipment Co-op, a Canadian consumer cooperative which sells outdoor recreational equipment and apparel) would like to build a web-based tool that anyone can access in order to build an increased interest in camping, supplement the sales of MEC equipment and increase memberships in their co-op. An individual project, in no way associated or collaborated with MEC.
I started the project by interviewing consumers who are familiar and unfamiliar with camping the the great outdoors and MEC. The initial interviews were going well, though it was quickly apparent that the consumers being interviewed were expert campers, already held MEC membership cards, and surprisingly commented that MEC is a place for weekend warriors, family campers and people who wish to walk their dog in the rain. Many very experienced campers mentioned non-MEC branded products were fine, but the influx of MEC branded items have become a hurdle, in their eyes. Still, they frequented MEC to pick-up consumables for their extended adventures. …