A consumer tribe is similar to a brand community; it is a groupof people who share a lifestyle and can identify with each otherbecause of a shared allegiance to an activity or a product.Although these tribes are often unstable and short lived, at leastfor a time members identify with others through shared emotions,moral beliefs, styles of life, and of course the products theyjointly consume as part of their tribal affiliation. Somecompanies, especially those that are more youth-oriented, use atribal marketing strategy that links their product to, say, a groupof shredders. However, there also are plenty of tribes with oldermembers, such
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