Enterprises and tribes
A book on marketing summarises an original way to look at markets and strategies to enter them
Markets conceived as spaces in which different communities meet (and clash). Markets as environments in which enterprises must learn to act with shrewdness, trying to conquer, one at a time, the communities that inhabit them already – communities that, when look at more closely, are surprisingly similar (though not excessively so) to tribes trying to carve out some space for themselves.
These are the premises of Mindset tribale. Strategie di marketing per conquistare il mercato, una tribù alla volta (Tribal mindset. Marketing strategies to conquer the market, one tribe at a time), the latest and recently published literary effort by Matteo Rinaldi, a marketing book that, at times, feels like a long and adventurous tale about corporate management, market strategies and social sciences.
Rinaldi begins from a key consideration: people have always – and even more so today – felt the need to congregate into a community or other types of social groups. Hence, the process entails emotions, too, not just rationality, something that is after all at the basis of all cultures (corporate culture included). And further, according to Rinaldi, something that must be taken into consideration by the enterprises and brands they represent.
Providing a comprehensive analysis of a large number of Italian “market tribes”, this work lends itself as a practical instruction manual, subdivided into simple steps for companies and startups. Each chapter ends with a “from theory to practice” section that include case studies (such as Esselunga and Red Bull), and include valuable accounts from the managers of companies like Danone, DUDE, Alce Nero, EssilorLuxottica, Nespresso. The book unravels along a path that first describes the actual “Italian tribes”, explains how to create new ones and then how to find already existing ones, and continues by exploring the links between the situation it describes and relevant marketing tools, before providing a number of case studies that are essential to thoroughly understand the process. Rife with diagrams and graphics, the work ends with some key indications actually stemming from a single notion: the need to shift from the abstract concept of “consumers” to the most tangible one of “people”.
Matteo Rinaldi’s book makes for a very enjoyable, and above all essential, read.
Mindset tribale. Strategie di marketing per conquistare il mercato, una tribù alla volta (Tribal mindset. Marketing strategies to conquer the market, one tribe at a time)
Matteo Rinaldi
Franco Angeli, 2023
A book on marketing summarises an original way to look at markets and strategies to enter them
Markets conceived as spaces in which different communities meet (and clash). Markets as environments in which enterprises must learn to act with shrewdness, trying to conquer, one at a time, the communities that inhabit them already – communities that, when look at more closely, are surprisingly similar (though not excessively so) to tribes trying to carve out some space for themselves.
These are the premises of Mindset tribale. Strategie di marketing per conquistare il mercato, una tribù alla volta (Tribal mindset. Marketing strategies to conquer the market, one tribe at a time), the latest and recently published literary effort by Matteo Rinaldi, a marketing book that, at times, feels like a long and adventurous tale about corporate management, market strategies and social sciences.
Rinaldi begins from a key consideration: people have always – and even more so today – felt the need to congregate into a community or other types of social groups. Hence, the process entails emotions, too, not just rationality, something that is after all at the basis of all cultures (corporate culture included). And further, according to Rinaldi, something that must be taken into consideration by the enterprises and brands they represent.
Providing a comprehensive analysis of a large number of Italian “market tribes”, this work lends itself as a practical instruction manual, subdivided into simple steps for companies and startups. Each chapter ends with a “from theory to practice” section that include case studies (such as Esselunga and Red Bull), and include valuable accounts from the managers of companies like Danone, DUDE, Alce Nero, EssilorLuxottica, Nespresso. The book unravels along a path that first describes the actual “Italian tribes”, explains how to create new ones and then how to find already existing ones, and continues by exploring the links between the situation it describes and relevant marketing tools, before providing a number of case studies that are essential to thoroughly understand the process. Rife with diagrams and graphics, the work ends with some key indications actually stemming from a single notion: the need to shift from the abstract concept of “consumers” to the most tangible one of “people”.
Matteo Rinaldi’s book makes for a very enjoyable, and above all essential, read.
Mindset tribale. Strategie di marketing per conquistare il mercato, una tribù alla volta (Tribal mindset. Marketing strategies to conquer the market, one tribe at a time)
Matteo Rinaldi
Franco Angeli, 2023