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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 15. Tribalism

What tribe do you belong to? Which group of people do you feel most at home with? With whom do you truly identify?

These are important questions, because group affiliation is a massive part of identity determination. And, as we pointed out previously, identity formation is a central component of the narrative exercise we call Conversational Capital.

Some tribes, such as our families, choose us. This is the static form of tribalism. At the same time, there are tribal affiliations we buy into when we exercise our individual tastes, preferences, and principles. As marketers, we’re interested in this more dynamic form of tribalism because it takes place in the realm of consumer choice.

Conversational Capital grows when you facilitate ...

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